(RE)
Love the idea behind (PRODUCT) RED, but hate the consumerism that drives it? Maybe it’s the environmental impact that drives you crazy, you can’t afford the luxury, or one ounce of social responsibility simply can’t bring you to shop at the Gap. (RE) shares these objections with you, and has begun a campaign to respond directly to (PRODUCT) RED by offering alternative strategies for participation in raising both funds and awareness for a cause.

(RE) capitalizes on the brand-awareness built by (PRODUCT) RED and makes subtle changes to their designs, challenging the corporate identity and appropriating their momentum. With their INSPI(RE)D campaign, for example, they move the parenthesis to the left by just one character - instead of INSPI(RED) - and silkscreen the design on reused thriftshop shirts. The re-branding places emphasis on re-use in order to encourage conscious consumption.
For their efforts, (RE) has been issued a cease and desist letter from the (PRODUCT) RED trademark holders, a company called The Persuaders, LLC.







