is about culture, subculture and counterculture, community and collabs are intertwined with the Unless business model, which is why the brand is keeping things small and local in promoting its products made from things like cotton, Tencel, corozo nuts for buttons, and all with a promise of zero plastic waste.
Ts and jackets done in collaboration with Portland creatives. After Portland, Unless will take its sustainable streetwear show on the road, following up with city drop collabs in Atlanta and Los Angeles and on after that. “We’re running with this kind of slogan, ‘Bury Me.’ So, it’s like bury me in this shirt but like a play on words since it can be biodegradable. We just wanted to have something kind of jarring that would grab people’s attention because if you see somebody walking around with that shirt, it’s probably a good conversation starter,” Cooke said.
Admittedly, giving new collaborators free rein gave the new brand a bit of pause, according to Liedtke, whose previous role was as brand president of Adidas. ‘We’re making it fun. We’re trying, again, to represent the community,” Liedtke said, noting that Unless wants to avoid going the way of most brands, which often forgo intimate events and lesser-known influencers in favor of high-profile everything.
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