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Long Beach Twice Threaded Ribbon Cutting Ceremony on 2nd Street
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Twice Threaded Ribbon Cutting Ceremony Sparks a Second Life on Second Street in Long Beach |
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Ribbon Cutting on 2nd StreetA scissors-cutting ceremony unfolded Wednesday as Twice Threaded celebrated its grand opening on 2nd Street. The event, supported by the Long Beach Chamber of Commerce and the Long Beach Small Business Council, drew a lively crowd into Belmont Shore. With black and white balloons framing the storefront and shoppers gathering for photos, the opening felt like more than a routine ribbon cutting. It marked the arrival of a polished, sustainability-driven resale boutique and a potential new chapter for the street itself.
Two security guards stood by the entrance, a quiet reminder of the safety concerns local retailers have been navigating in recent months. Their presence didn’t overshadow the moment, but it signaled the realities of operating a physical shop on a changing street.
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Second Life for Clothing Is a Business Model
Behind the neatly displayed, pre-loved clothing is USAgain, a Chicago-based textile recycling company known for its green clothing collection bins across the country. Instead of sending all collected textiles to recycling processors or overseas markets, the Twice Threaded concept pulls high-quality pieces from the national stream and brings them back to local communities in a clean and well-organized retail environment.
The idea is simple: give clothing a meaningful second life while offering shoppers a place to find stylish pieces at accessible prices. Most items fall between $12 and $60, with only a few reaching the $100 range. The pricing reflects their goal of staying affordable while keeping quality standards high.
Inside, the store feels intentional and thoughtfully arranged. Bright lighting, well-styled shoe displays, circular racks, and tall mirrors create a space that feels more like a small fashion boutique than a traditional thrift store. A small seating area near the front adds familiar comfort and gives shoppers room to pause.
Twice Threaded’s Commitment to Long Beach
Twice Threaded is the first retail store launched under USAgain, and leadership made it clear the company is committed to Long Beach for the long term. During the ribbon cutting, CEO Mattias Wallander told the crowd, “This is our first retail store as Twice Threaded… hopefully one of many. But there will never be another first store, and it’s here in Belmont Shore.”
Store Manager Daniella J. Najera emphasized the brand’s values, sharing that the space was built on creativity, sustainability, and community-centered thinking. She noted that for every $100 spent in the store, the company sponsors the planting of a tree, reinforcing its mission to blend fashion and environmental responsibility.
The internal tone was consistent: this store isn’t a pilot or a market test. It’s the start of what USAgain hopes will become a lasting retail presence supported by sustainability, quality presentation, and a broad demographic appeal.
Why This Model Stands Out From Traditional Thrift
Twice Threaded sets itself apart through selective inventory, polished displays, and a refined shopping experience. Instead of relying solely on community donation streams, the company pulls a narrow percentage of high-quality items from its nationwide collection system. The result is an inventory that feels intentional rather than overwhelming.
Self-checkout stations are scheduled to be activated soon, offering convenience while reducing wait times during busier hours. Clean presentations, modern lighting, and consistent pricing place Twice Threaded in a unique position between thrift and boutique, signaling a shift in how secondhand retail is being reimagined.
Online Retail Transitioning to Foot Traffic
For years, resale platforms like eBay, Depop, and Poshmark shaped the secondhand fashion world through digital marketplaces. Now, those shopping behaviors are returning to physical spaces. Twice Threaded taps into this shift, offering the immediacy and discovery that online browsing can’t replicate.
Younger shoppers especially are returning to in-person resale, seeking quality pieces they can see and feel. Twice Threaded aligns with this trend, bringing a curated browsing experience to a street that has traditionally supported boutique-style stores.
Security at the Door Reflects Changing Retail Conditions
As many local retailers know, rising theft, late-night incidents, and the general cost of preventive safety measures have challenged businesses along 2nd Street. The presence of two security guards during the opening event reflects these realities. It’s a measure new retailers increasingly adopt to protect customers, staff, and merchandise, especially during high-traffic events.
While the store’s opening was celebratory, this small detail underscores the shifting landscape for businesses that choose to invest in the area.
A Street in Transition
Second Street has seen its share of turnover in recent years. Vacant storefronts, rising rents, and operational challenges have made it difficult for independent shops to survive. New buildouts, modern shelving, and security staffing often require deeper resources than traditional mom-and-pop shops can manage.
Twice Threaded arrives with a different type of backing: not a national retail giant, but a well-supported sustainability company with the infrastructure to handle fluctuating conditions. Their arrival hints at what the next phase of 2nd Street may look like — a mix of independent retailers, restaurants, and well-capitalized concepts that can navigate the modern demands of brick-and-mortar retail.
What Twice Threaded Means for the Neighborhood
This new arrival doesn’t replace the street’s character but adds a new layer to it. Not quite boutique, not quite thrift, Twice Threaded brings a sustainability-focused option that may help draw more foot traffic to a street working to regain stability.
It remains to be seen how this blend of community focus and organizational support will shape 2nd Street, but one thing is certain: Twice Threaded chose Belmont Shore as the first stop in its retail journey, suggesting confidence in the neighborhood’s long-term potential.
As 2nd Street continues to evolve, Twice Threaded’s arrival adds both optimism and momentum, offering residents a new destination where sustainability and style meet in the heart of Belmont Shore.
Event Details
📍 Twice Threaded – Curated Secondhand Fashion
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