When does brand new end

You buy an item from the shop and tell everyone 'hey look at my brand new [item name here]'. At what point does is this brand new item no longer deemed brand new. One day, one week, one year?
I have a brand new pair of rollerblades. I've never used them and they are getting near 2 years old. Brand new until used once maybe. Or twice. Or is it a personal preference...