Blanka Paldi is one-third of A la Second, the first online second-hand dancewear store, which she runs together with fellow dancers and colleagues Pauline and Camille. Blanka has years of experience in classical companies such as the Bayerisches Staatsballett, the Royal Swedish Ballet, and the Staatsballett Berlin, plus a degree in computing and design. Awareness of the detrimental environmental impact of new dancewear production inspired the idea. A la Second strives to encourage sustainable consumption behaviour as well as providing beautiful, fashionable dancewear.
You run A la Second with two other dancers. How did this idea come about?
Blanka Paldi: We are three dancers who worked together at the Royal Swedish Ballet. We’ve been good friends since we met. In Sweden, secondhand shopping and sustainability are very popular - it’s quite normalised. So we were kind of living it, and that was our main inspiration behind the idea. One of my friends sent a message in a group chat suggesting integrating secondhand shopping into the dance world. We started brainstorming after that, and that's how the idea was born.
It's one thing to have the idea, but it's another thing entirely to follow through and actually do it. What motivated you?
Blanka: There were a few reasons why the idea seemed immediately feasible: Firstly, during COVID, we weren't working as much, leaving us a lot of time to contemplate exploring some other things. Also, the secondhand shopping business model, where sellers only get paid once their item is sold, was appealing. This model eliminates the need for investment in product purchase and reduces financial risk if the business doesn't work out.
This business model was a motivating factor because we were able to test it out and see what happens. Of course there was no guarantee that it was going to work as there was no precedent or similar businesses at the time, but at the same time, we had nothing to lose. I already had experience building websites, which was convenient as we didn't need to hire anyone for that. Additionally, one of my friends is a talented photographer, and took on the social media and branding aspects.
Everything seemed to fall into place. The friend who initially came up with the idea looked into how we could establish a company in Sweden and took care of all the administrative tasks. It was also easier because in Sweden, you can conduct everything digitally and in English. So the system really gave us the space to make it work. We had the time, the resources, and contacts in the dance world. And then we just did it.
'New’ doesn't always mean something that just came out of a factory.
So you found your niche, and sort of delegated to each of your strengths?
Blanka: Yes, exactly. We all had our roles. Now, things are a bit more combined because the website is finished and the paperwork is done. So, we're all doing a bit of everything at the moment. You also learn a great deal on the job.
Despite me moving away to Berlin, it keeps us in close contact. Of course, we all have full-time jobs, so this is like our side business or project. We're all on the same page about it - it's not as if one of us is dedicating 24 hours a day to it while the others can't do as much. Everything has really fallen into place.
You have a degree in computing and IT and design. Aside from building the website, how have the skills you learned in your degree helped you with this business in real life?
Blanka: Yes, the website was the main area where I was able to implement the things I had studied. Good interface design and user experience are crucial for driving an eCommerce business, which I could directly apply to the website. However, there were some constraints, like time and budget. There are many things that could be improved and will be improved over time. My degree was certainly helpful, and it was nice to have a "learn by doing" experience where I could implement what I learned.
Is living sustainably something you care about in other areas of your life and has running A la Second inspired you to do more in this respect?
Blanka: Absolutely, it has definitely inspired me to pay more attention to sustainability in my life and recognise that I could do more. Especially considering the consequences of newly produced items. I was already mindful of this, but running A la Second has made me more aware and invested in aiming for sustainability, as that's what motivates the whole business.
Why do you think there hasn't previously been much of a market for secondhand dancewear?
Blanka: I believe it was probably more common for dancers to exchange items among themselves. Often, dancers hold onto certain pieces because they've spent a significant amount of money on them and don't want to give them away, even if they no longer like them. Therefore, it has generally been more common to have small marketplaces in dressing rooms or to give items to friends or simply swap things around.
However, as secondhand shopping becomes increasingly popular, I do think that sooner or later, someone would have come up with this idea. It’s just that until now, it’s always been more convenient to give things to your colleagues - nobody really wants to think about the logistics of sending their items somewhere.
You mentioned the price point of new dancewear, which can definitely be expensive, especially for an industry where salaries are not high. So this is an option that is also economically sustainable for dancers, right?
Blanka: Exactly!
One of the joys of shopping for second hand clothes is finding something unique that one might not otherwise consider wearing. Do you think the same concept applies here?
Blanka: Absolutely, especially with custom-made items like Yumikos. It's really fun to see the combinations people create for themselves. Even if it's not your style, you can still appreciate it.
I've purchased many items from A la Second that I never thought I needed, but I now love them. It’s nice because it allows you to explore looks that are different from what you normally know and like, which can expand your dancewear style.
We all know the motivating effect a new leotard can have. Do you think we just need to redefine what new means?
Blanka: Yes, and I think “new” can mean different things to different people. To me, the thrill of wearing a “new” leotard could come from borrowing something from a colleague, or wearing something I don't usually wear. It doesn't necessarily mean that no one else has ever worn it.
“New” doesn't always mean something that just came out of a factory. It could just mean something I've never worn before. Perhaps it’s a matter of shifting our mindset. I think wearing items from A la Second is at least as exciting as wearing something I've just bought online.
By opting for secondhand items, customers could eventually drive market trends towards more sustainable practices.
You share facts about sustainability and dancewear on the A la Second Instagram, such as, “reusing dancewear can save about 3,800 litres of water per item”. Are people responding well to those facts?
Blanka: We certainly hope so. We believe it is vital to raise awareness about sustainability in brands. However, at the end of the day, it is up to the consumers to invest their interest and money where they see fit. If customers understand the benefits of purchasing secondhand items, it could encourage the market to go in that direction. So I think those facts might be helpful in terms of grasping the scale of the problem.
Do you think that by having consumers put their money towards more sustainable companies, we can put pressure on major dancewear brands to aim for more sustainable practices?
Blanka: I suppose it's possible, though it would likely take time, and not everyone would respond in the same way. However, I do think that by opting for secondhand items, customers could eventually drive market trends towards more sustainable practices. Additionally, dancewear brands could partner with companies like ours to repurpose unsold or defective items, reducing waste and promoting a circular economy.
How can people buy and sell items on your platform?
Blanka: People can purchase our products online through our website or our Instagram shop. We've also been organising pop-up stores at several locations in Stockholm and Berlin so far, but we would really like to expand this initiative to reach more people and introduce them to secondhand dancewear.
As for selling, we acquire items in two ways. First, there's a form on our website that anyone can fill out, where you can upload pictures of your items. This is typically for smaller shipments of around 5 to 10 items, and is usually from private individuals.
Secondly, we receive items from dancers in companies. They often collect items from their colleagues and send us a large box. We don't always know what we will receive, but we try to specify what we're looking for at that particular moment. Then, of course, the quality has to be assured because if it’s something we can't sell, then the dancer won't get paid for it. This process has been working really well - we've received items from companies in Vienna, Berlin, Estonia, Prague, and many more. It's nice because it feels like a small community. Building and maintaining this community is also one of our goals.
And then if their item sells, then you send that person their share of the sale income for that item.
Blanka: Exactly. Every month, on the first of the month, we pay out.
Do you have any advice for someone who has an idea and wants to go for it but is a bit scared?
Blanka: They should definitely go for it. It’s crazy - sometimes, I still can't believe that we accomplished this and that it's really up and running. And it all started from a group chat conversation. We hope to continue growing and expanding in the future.
Top image courtesy of Blanka Paldi
