In this Baltic Brand Talks episode, Andris Rubins is joined by Emma Sullivan, Creative Director at Vinted. Created in Lithuania, Vinted is Europe's largest C2C second-hand fashion marketplace with a clear mission: Make second-hand the first choice worldwide. In the conversation, Emma shares how to strip second-hand of negative associations, how to keep the brand consistent through pragmatism while also showing bravery. She also touches on the obvious challenge of tapping into local markets with a global brand. The conversation covers a wide range of topics related to branding—from generative AI to sustainability, from in-house teams to influencers.