November 14, 2019 2 min read
Building a brand is not easy task, it can be difficult and timely, not to mention finding a voice that can relate to the modern culture of society has never been more difficult today. Brands are extremely important, serving as a pillar to the story, values, and authenticity that people can instantly identify you as, holding that particular company to your brands standards. Rebranding is an avenue that shouldn't be taken just for the likes and follows. Brands should focus on improving the better of society as whole, along with deep-consideration to actionable plans around their core ethics. With the media consistently exposing fast-fashions 'dark side', it's only a matter of time shoppers will turn to brands that embrace sustainability, responsibility, and human connection. One such brand recently took a large leap and remodelled their name.
Formally known as One Culture, designer Anthony Alvarez found that the name could be improved slightly (as all things could be). "It was important for me to have a name that fit better with our values". The newly established brand has been around since 2017 of September, and saw an opportunity to changing it sooner rather than later. The intention was to update their name but keep the same aspirations and message of unity, diversity, and inclusivity as previously.
Now known as Blue Marble, the brand is a fusion of luxury, streetwear, hip-hop culture, youth, and subcultures, seeking to bring people together.
Apart from seeing an opportunity to change the name slightly, why go to the trouble of rebranding? The alignment with the values of our society of today, especially with the growing concern for the environment, is believed to be a necessary step as consumers want brands who can help resonate their voice. The brands new name pays homage to a space image of our planet captured in December 7th, 1972. A professional crew from NASA snapped a photo some thousands of miles away from space, and the rest was history. The image was named Blue Marble and is the only photograph to display earth in it's full-beauty in space.
Although mostly seen as a direct link to the growth of fast-fashion, the industry is known to be a large contributor of pollution, unfortunately. However, there is a shift with quality brands like Blue Marble who aspire to see change around how fashion affects the survival of our planet. They look to bring people together, all linked by the oceans & cultures that connect them. Spreading a message in which people will be more conscious about when choosing for the environment.
Anthony Alvarez uses each collection which focuses on a different city or place for inspiration. A move that proves both the creative direction and brand messaging in perfect unison.