RIOT
SECONDHAND IS NOT A DIRTY WORD
“Secondhand is not a dirty word” became a catchphrase for RIOT, dispelling the societal and cultural taboos associated with preowned, sustainable fashion. Rather than skirt around issue, we tackled it head on with this educational social campaign, driving secondhand as not only environmentally conscious, but also as an alternative for expressing unique personal style - challenging consumer’s perception not only to the RIOT brand, but the category at whole.
