MARKET (FORMERLY KNOWN AS CHINATOWN MARKET)
In a move demonstrating cultural sensitivity and responsibility, the streetwear brand formerly known as "Chinatown Market" rebranded to simply "Market". As AAPI community advocacy groups were beginning to organize and release critical statements on increasing anti-Asian hate crimes, DISORIENT designed a product concept that remixed a pair of signature basketball shorts from "Chinatown Market". This proof of concept was a piece of social commentary on the brand, and purposely borrowed from their values of bootlegging, DIY, stealing and appropriating.
MESSAGING DESIGN AND BRANDING
In a move demonstrating cultural sensitivity and responsibility, the streetwear brand formerly known as "Chinatown Market" rebranded to simply "Market". As AAPI community advocacy groups were beginning to organize and release critical statements on increasing anti-Asian hate crimes, DISORIENT designed a product concept that remixed a pair of signature basketball shorts from "Chinatown Market". This proof of concept was a piece of social commentary on the brand, and purposely borrowed from their values of bootlegging, DIY, stealing and appropriating.
