A brand about the idea that things don’t have a final form.
Old objects—clothing, furniture, and even random junk—can be given a new function and aesthetic if you look at them differently. For us, upcycling is a form of self-expression, creativity, and the creation of items with a story. Our brand transforms upcycling into a contemporary visual culture: rebellious, vibrant, slightly naïve, and imperfect by design.
Memories don’t have to be thrown away; you can keep old items and transform them into new ones.
Key visual
Promotion Mechanics
Offline promotion through street activations. The street installation—a wheel—where users can spin it to receive an image of a redesigned object and position it as an inspiration to upcycle their own belongings. A glass display case where people can collect old items no longer needed by their owners. A booth with the sign, «Bring your item,
and we’ll help you redesign it.»
Online mechanics for social media. 1. Demonstration of an old item—a short narrative of its history and why it matters to someone. The process of its transformation and showcasing the final piece.
2. Instructions on how to upcycle an old item into something new yourself. Direction on where viewers can come to rework items alongside a master.
Merch
«Clothing Patches»
«The second one was found.»
Gather
«Mom, why do you need so much?»
Get your hands dirty
«Wipe your nose»
«Your shoelace is tied.»
«Soap Dough»
«Hang out for a bit»
Photo Zones
City residents are invited to post a photo taken at the photo spot on social media, tagging the brand. In exchange, they will receive a 20% discount on any master class.
Visitors to the mass-market clothing store are offered a chance to relax on a pouf and take a physical photograph. The back of the Polaroid features brand links and an address.
