De Kringwinkel is a chain of more than 100 hip second hand shops in Flanders, Belgium. This non-profit organisation collects over 50.000 tons a year. These materials are given a second life when they're sold in the Kringwinkel shops. De Kringwinkel reduces waste and enhances social economy. Over 80% of the more than 4.500 people working in the organisation are longtime unemployed or have a limited education level. De Kringwinkel invests strongly in its image and communication and evolved from a "dusty" unpopular image to a hip, young and original image. De Kringwinkel proves that non-profit can be very cool.