The New New 3

New York City, early 2000s. Author Michèle Roten and musician Grégoire Vuilleumier needed money. So they took their old clothes to a secondhand store on the Lower East Side—because it paid cash. Shortly thereafter, Michèle Roten and stylist Lucy Prchalova opened Switzerland’s first “Curated Secondhand” store in Zurich. “The New New” was born. Under the leadership of fashion buyer Mariko Vuilleumier–Küng, her husband Grégoire, and fashion designer Marina Agostinis, a branch in Bern was subsequently established.

In addition to its main store at Eigerplatz, The New New 3 is now also located at Kaiserhaus OF GOODS. United under the banner of the circular economy.

Our mission is to keep clothing in circulation. We give every piece our full attention. So we can find the ones that inspire you. Because your love for style doesn’t come from the thrill of consumption, but from the lasting joy of wearing them. So you can continue writing the story of these pieces. When it comes to style and creativity, we feel differently every day. That’s why we need more than just the trends and colors of the moment. At The New New, there are no limits to your creativity. You don’t just get the current season. You get them all.