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Official Rebrand revives clothing that has been discarded, breathing new life into what was once considered “waste”. This transformation also reflects the fluidity of identity and encourages people to take agency over their self-presentation. Through mixed media alterations, their “rebranding” process proposes a sustainable alternative to the competitive consumption encouraged by today’s social and industrial norms. They transform both pre-consumer and post-consumer fashion industry excess into one of a kind pieces that blur boundaries between fashion and art. All the “rebranding” production is done out of a studio in Brooklyn. Although they cannot trace back who made the items being rebranded, Official Rebrand writes a testaments to them on pieces, such as “someone made in China” rather than just “made in China.”
A cornerstone of the brand is that it is gender free. Rebranding dissociates garments from gendered categories, reintroducing them without arbitrary social constraints. Their clothes represent freedom from gendered expectations and empowerment for those for whom binary categories do not work. As a non-binary person and feminist, the founder of Offical Rebrand seeks to advocate for genderqueer/trans rights and visibility.