The concept revolved around choosing a social cause and catering our design around Gen X. My social cause was fashion, more specifically the benefits of thrifting. It helps with the environment, prevents millions of clothes being thrown out each year and I also wanted to get rid of the stigma about thrifting. That thrifting is only for those of lower class or poor, it’s completely untrue. There are many benefits to buying second hand and I want to highlight that with this brand. Gen x is attracted to authentic brands that are simple and have no hidden agendas or values. By stating what my brand represents in the tagline I hoped it would push Gen X to consider thrifting. I also wanted my brand to be a place for people to come together to enjoy a commonality, thrifting and being eco-friendly.
