Label Less

Upcycling second-hand garments to reduce inequality through an anti-brand.

This brief set out to address a social issue with design. In high-inequality contexts, status pressure pushes people—often lower-income parents—toward luxury labels, deepening debt. Label Less reframes value by upcycling garments into one-off pieces. The aim is confidence without logos: a classy anti-brand that restores uniqueness to pre-loved clothing.