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New Tien identity ‘reuses’ letters from well-known fashion brands
The rebranding of Tien, a Dutch vintage clothing store, emphasizes sustainability by creatively reusing letters from existing fashion brands to form its logo. This approach not only reflects a commitment to reducing overproduction in the fashion industry but also establishes a dynamic brand identity that evolves with each use, encouraging consumers to rethink their purchasing habits and the value of pre-owned items.
Source: Based in Groningen in the Netherlands, Tien sells second-hand sportswear and casual fashion, with each item costing €10 (‘tien’ is ‘ten’ in Dutch). “Our rebrand starts from the insight that the world doesn’t need more clothes, just better use of what’s already there,” say Fcklck, the studio behind the new identity.
“The direction was evident: reuse only what exists.” The project was guided by a simple principle to reference overproduction and saturation in both fashion and branding culture, which was then applied to creative involved in the rebrand: “Why buy new clothing if there are already countless perfectly good garments in circulation? Why design a new logo if there are already so many logos out there?” The result is a collage of pre-loved letters “chaotically cut from brands found in the ever-growing mountains of discarded clothing, [which] forms a logo that keeps evolving”.
The dynamic wordmark is paired with Untitled Sans medium ( Klim Type Foundry ) – set in rich black on white and light grey – in an attempt to calm the identity. “No decoration, no fluff, just activating design assembled from borrowed parts,” the studio says. “This playful and witty communication nods to old-school Dutch functionalism, reminding us that the message is enough.” The system makes use of over 70 existing logos that one might find amid Tien’s racks – each supplying at least one of the four letters in the brand’s name (there are approximately 40 to 50 examples of each letter in the system).
Tien logo t-shirts: All images © Tien / Fcklck “In application, we pushed even further, ensuring every physical intervention followed the same logic,” say the designers. This involved rebranding various pre-owned garments in a Tien style and reworking slogans – ‘Just do Tien’ and ‘The Intelligent Choice. Tien’ – alongside fitting in-store signage that could accommodate the branding programme. A series of four used LED screens from Belgian company Ledblox carry the identity in the shop and, say Fcklck, despite some broken pixels the screens are in fine working order and complement the idea of re-use perfectly.
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The article highlights a unique approach to branding that aligns with sustainability trends, making it significant for brand strategy professionals focused on innovative and responsible practices.