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  • Only sufficiently 'Wavey' people are accepted into the Wavey Garms community
  • Only sufficiently 'Wavey' people are accepted into the Wavey Garms community
    hafecheese, Creative Commons (2013) ©
CASE STUDY

Wavey Garms: the coolest group on Facebook?

Facebook group Wavey Garms is a place to sell second-hand designer clothing – but not everyone gets accepted. With over 1,000 membership requests every week, what’s drawing the numbers?

Location North America / Northern Europe

Scope
A fifteen-year-old girl posts an image of a pair of nearly-new Next black leather boots that she wants to sell on the Wavey Garms Facebook group, asking for people to inbox her with offers around £20. In less than five minutes, eight people have commented on the photo – but none of the comments are nice. The problem? Next just isn’t a ‘Wavey’ brand.

The group’s owner, 20-something Londoner Andres Branco, runs a tight ship. Only clothing brands he deems ‘Wavey’ – slang for ‘cool’ – are permitted, while all prospective community members undergo a rigorous vetting process. ...

Canvas8