COLLBERATION BRAND

I had to find a brand to collaborate with and wanted to find a new and emerging one so looked on notjustalabel.com and found the brand Therapy recycle and exorcise. 

Therapy was created by two sisters and is based in Berlin, Germany. The brand reworks vintage and second hand pieces by repurposing, customizing and upcycling them. They see doing this as their own form of therapy which is where the brand gets its name from The concept behind their brand is to promote unique and conscious fashion as the message they are spreading is ‘You can look good and be sustainable, or even better you can be authentic and sustainable’. The main aims of the brand are to raise awareness about how we need to connect ourselves to the production process and work against consumerism such as fast fashion and fast food. To also raise awareness about how much as a society we waste and to begin protecting our planet which is why everything they sell is repurposed, made from abandoned materials or even trash.

The photo-shoots Therapy do are much more out their than the actual products they sell because some of there pieces are one offs its hard to see how much or if they even did sell any of them. The price range seems to be quite low between £30 - £150. The pieces for sale have sportswear feel about them with vintage running jackets and a range of drawstring bags. However other pieces include more of gothic vibe with sheer fabrics and velvets being incorporated, each piece is so different you could categories the all together with one word other than vintage as each piece takes you to a different place and era. A lot of Therapy’s market is done online through their own blog where they post all their photo-shoots and also use it to communicate with customers. Their blog is not very professional as it just a free Tumblr one which anyone can get, this goes with their morals of D.I.Y and if you can do it yourself why not it makes you more powerful. They have also done catwalks such as taking part in Berlins Alternative Fashion week and often to collaborate with stylists to shoot and promote their latest work. Social media is also a big part of there market as they update their twitter, Instagram and Facebook regularly to let their customers know what is inspiring them and what’s happening new with the brand.

Therapy’s customer profile is a women aged from 17-26 from a middle class background who is free spirited and cares about the environment. She has a voice and wants to be heard, is the kind of woman who doesn’t care what anyone says and wants to stand out from the crowd. She goes to protests and believes that if she tries hard enough the world will change for the better with her help. You are most likely to find her at a festival, in vintage shops or online searching for something new. As therapy is such a new brand they don’t yet have a store and often have pop up shops, or sell pieces in vintage boutiques which are all based in Europe. They mainly sell online from their website www.therapyberlin.tictail.com. The website is a basic white and black with the logo placed at the top and then underneath in lines of three are the pieces available to purchase. It is simple and easy to use but still reflects therapy’s quirky side as certain words are in capitals without needing to be it gives it a kind of D.I.Y feel.

As a company Therapy has good values and is aimed very much at the younger generation especially with so much of it being online. The collections are eccentric with powerful meanings but I think they don’t promote themselves enough this is their downfall. Its such a small brand and I think to get their name and messages out there a collaboration with a bigger brand would really help get them known. Another downfall of therapy is the availability of their ranges with a lot of the items on their website out of stock, it is clear it isn’t updated enough with new stock replacing the old. I know it is a D.I.Y kind of brand but I do think it could present clearer and cleaner images of its products online in their shop. I think although it would be an unlikely brand collaboration, both companies could work together really well. Therapy could reuse and upcycle all the waste that Hugo Boss makes by taking advantage of old materials or even old parts of collections that didn’t sell to come together to create a one off no waste collection. This would help Hugo Boss attract a whole new audience of younger people and push the boundaries a little. Therapy will collaborate with the sub brand BOSS Orange as this is the closest brand in terms of customers, relaxed shapes and price range.