REBRANDED transforms factory-rejects into cool streetwear
REBRANDED is a new sustainable clothing line out of Los Angeles. Launched in February 2022, REBRANDED wants to revolutionize the way we view fashion. Inhabitat sat down with founder and CEO Tricia Hoke to discuss what inspired this new fashion line of discarded materials.
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“Every day, thousands of products go to waste at the factory level due to error and imperfection,” the brand states. “These items are typically discarded, causing waste and harm to the environment. REBRANDED takes these “unwanted” and “unworthy” items, using the materials to create new, reinvented, rebranded pieces of clothing.”
Related: Shop sustainably and buy resale fashion at myGemma
Inspired by culture, music and artists, REBRANDED offers unique streetwear style. We asked Hoke what led her to launch this new brand in the busy fashion landscape.
Tell us a little bit about the backstory on REBRANDED and what your mission is with this line.
Hoke: Sustainability and streetwear typically do not play together, but with REBRANDED, we take the angst and the magic of streetwear culture and cross-pollinate it with social responsibility and environmental concern.
We “rescue” abandoned clothing production lots and rejected products — saving them from the landfill, fast-fashion outlet retailers, and even from burning alive — paying the factories fair value in the process. We re-imagine, re-invent, and re-brand these garments into designer goods, often employing more people at a fair wage, and offer our customers limited edition “drops” on products that otherwise may have been left for dead.