THE HIVE

SOLUTION

BRIEF

Identify a company in need of a revamp and create a new concept and visual identity for them.

 

I took an old dowdy chain of second hand-stores and turned them into frontrunners for the fashion revolution.

30% of garments produced today gets thrown away after 10 uses, and only 25% of the average persons wardrobe is actually in use.
The Swedish branch of the Red Cross is hosting stores all over the country, providing affordable second hand garments in over 200 locations with all of the proceeds going to charity. The stores are called Kupan.
THREATS / WEAKNESSES -Lack of branding and visual identity -Both clientele and employees are mainly elders -Used clothes are often associated with poverty and unhygienical conditions.
BRAND MOVEMENT New name and identity, separating the stores from the mother organization Go from ”Old fashioned” to Vintage An alternative to mass-produced items from big chains, and a protest against excessive consumption A celebration of individuality and encouragement to express yourself through clothes Low prices + Circular usage = Guilt-free fashion
Introducing The Hive – Sweden's new anti fashion-fashion brand.
When garments are donated to The Hive they get tagged. Regardless of its previous label, it’s now a Hive-item.
CAMPAIGN
In order to change the way we look at used clothes we need to turn it into a cool thing that the items has had previous owners. Perhaps even cooler than buying new. Print ads showing a piece of clothing worn by two different bearers. It’s obvious that they are separated in time, with one of the pictures vignetted, black and white, sepia-toned or otherwise outdated. The second picture shows the item styled and photographed in current time.
Copy: You’ll probably never know whether your new old garment used to be worn by a bookworm, rockstar, oldster or redhead. Maybe they wore it better, maybe they didn’t. All we know is that here at The Hive the garments are just as unique as you.
30% of garments produced today gets thrown away after 10 uses, and only 25% of the average persons wardrobe is actually in use.
The Swedish branch of the Red Cross is hosting stores all over the country, providing affordable second hand garments in over 200 locations with all of the proceeds going to charity. The stores are called Kupan.
THREATS / WEAKNESSES -Lack of branding and visual identity -Both clientele and employees are mainly elders -Used clothes are often associated with poverty and unhygienical conditions.
BRAND MOVEMENT New name and identity, separating the stores from the mother organization Go from ”Old fashioned” to Vintage An alternative to mass-produced items from big chains, and a protest against excessive consumption A celebration of individuality and encouragement to express yourself through clothes Low prices + Circular usage = Guilt-free fashion
Introducing The Hive – Sweden's new anti fashion-fashion brand.
When garments are donated to The Hive they get tagged. Regardless of its previous label, it’s now a Hive-item.
CAMPAIGN
In order to change the way we look at used clothes we need to turn it into a cool thing that the items has had previous owners. Perhaps even cooler than buying new. Print ads showing a piece of clothing worn by two different bearers. It’s obvious that they are separated in time, with one of the pictures vignetted, black and white, sepia-toned or otherwise outdated. The second picture shows the item styled and photographed in current time.
Copy: You’ll probably never know whether your new old garment used to be worn by a bookworm, rockstar, oldster or redhead. Maybe they wore it better, maybe they didn’t. All we know is that here at The Hive the garments are just as unique as you.
30% of garments produced today gets thrown away after 10 uses, and only 25% of the average persons wardrobe is actually in use.
The Swedish branch of the Red Cross is hosting stores all over the country, providing affordable second hand garments in over 200 locations with all of the proceeds going to charity. The stores are called Kupan.
THREATS / WEAKNESSES -Lack of branding and visual identity -Both clientele and employees are mainly elders -Used clothes are often associated with poverty and unhygienical conditions.
BRAND MOVEMENT New name and identity, separating the stores from the mother organization Go from ”Old fashioned” to Vintage An alternative to mass-produced items from big chains, and a protest against excessive consumption A celebration of individuality and encouragement to express yourself through clothes Low prices + Circular usage = Guilt-free fashion
Introducing The Hive – Sweden's new anti fashion-fashion brand.
When garments are donated to The Hive they get tagged. Regardless of its previous label, it’s now a Hive-item.
CAMPAIGN
In order to change the way we look at used clothes we need to turn it into a cool thing that the items has had previous owners. Perhaps even cooler than buying new. Print ads showing a piece of clothing worn by two different bearers. It’s obvious that they are separated in time, with one of the pictures vignetted, black and white, sepia-toned or otherwise outdated. The second picture shows the item styled and photographed in current time.
Copy: You’ll probably never know whether your new old garment used to be worn by a bookworm, rockstar, oldster or redhead. Maybe they wore it better, maybe they didn’t. All we know is that here at The Hive the garments are just as unique as you.
30% of garments produced today gets thrown away after 10 uses, and only 25% of the average persons wardrobe is actually in use.
The Swedish branch of the Red Cross is hosting stores all over the country, providing affordable second hand garments in over 200 locations with all of the proceeds going to charity. The stores are called Kupan.
THREATS / WEAKNESSES -Lack of branding and visual identity -Both clientele and employees are mainly elders -Used clothes are often associated with poverty and unhygienical conditions.
BRAND MOVEMENT New name and identity, separating the stores from the mother organization Go from ”Old fashioned” to Vintage An alternative to mass-produced items from big chains, and a protest against excessive consumption A celebration of individuality and encouragement to express yourself through clothes Low prices + Circular usage = Guilt-free fashion
Introducing The Hive – Sweden's new anti fashion-fashion brand.
When garments are donated to The Hive they get tagged. Regardless of its previous label, it’s now a Hive-item.
CAMPAIGN
In order to change the way we look at used clothes we need to turn it into a cool thing that the items has had previous owners. Perhaps even cooler than buying new. Print ads showing a piece of clothing worn by two different bearers. It’s obvious that they are separated in time, with one of the pictures vignetted, black and white, sepia-toned or otherwise outdated. The second picture shows the item styled and photographed in current time.
Copy: You’ll probably never know whether your new old garment used to be worn by a bookworm, rockstar, oldster or redhead. Maybe they wore it better, maybe they didn’t. All we know is that here at The Hive the garments are just as unique as you.
30% of garments produced today gets thrown away after 10 uses, and only 25% of the average persons wardrobe is actually in use.
The Swedish branch of the Red Cross is hosting stores all over the country, providing affordable second hand garments in over 200 locations with all of the proceeds going to charity. The stores are called Kupan.
THREATS / WEAKNESSES -Lack of branding and visual identity -Both clientele and employees are mainly elders -Used clothes are often associated with poverty and unhygienical conditions.
New name and identity, separating the stores from the mother organization Go from ”Old fashioned” to Vintage An alternative to mass-produced items from big chains, and a protest against excessive consumption A celebration of individuality and encouragement to express yourself through clothes Low prices + Circular usage = Guilt-free fashion BRAND MOVEMENT
Introducing The Hive – Sweden's new anti fashion-fashion brand.
When garments are donated to The Hive they get tagged. Regardless of its previous label, it’s now a Hive-item.
CAMPAIGN
In order to change the way we look at used clothes we need to turn it into a cool thing that the items has had previous owners. Perhaps even cooler than buying new. Print ads showing a piece of clothing worn by two different bearers. It’s obvious that they are separated in time, with one of the pictures vignetted, black and white, sepia-toned or otherwise outdated. The second picture shows the item styled and photographed in current time.
Copy: You’ll probably never know whether your new old garment used to be worn by a bookworm, rockstar, oldster or redhead. Maybe they wore it better, maybe they didn’t. All we know is that here at The Hive the garments are just as unique as you.