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6 THINGS TO KNOW ABOUT THE MCQ RE-BRAND
Discover everything you need to know about one of the most inventive re-brands in fashion history. From their Democratic approach to creative control, to their high-tech means of accountability, find out how MCQ are refining the business model in a new world…
1. THEIR EQUALITY ETHOS
When it comes to standout re-brands such as Dior or Louis Vuitton, you mind automatically turns to the big names behind these labels such as Kim Jones and Virgil Abloh. It would seem since time began fashion houses have looked to the ‘I Ching’ or the Creative Director for full control.
MCQ is turning the status quo on its head by replacing this hierarchy with something completely fresh; a revolving cast of collaborators. In this approach, all ideas are equally valid by decentralising the design process and structure and incorporating as many different voices as possible with edgy results that speak from themselves.
We don’t have a Creative Director and instead work with an entirely new team of creatives for each collection, or icon as we call them. You can look at our label as a collective that is perpetually evolving and transforming.
2. THEIR COLLABORATORS CHAIN
Authenticity and multi-discipline creativity lie at the very heart of this endeavour. What MCQ are looking for in a contributor is someone who can speak the language of their subculture and translate that into an icon (collection).
3. THE NEW LOGO
The phantom jack is an exploded union jack flag. It’s a subtle reference to MCQ's British heritage, with the idea of openness and inclusivity at its centre. "MCQ is open: no matter where you are in the world you can join our community."
4. THEIR TECH-BASED ACCOUNTABILITY
Ahead of the game on authentication and accountability MCQ uses Blockchain technology by embedding a chip into the tag of each piece. This gives the customer information on the origin of each item and also allows the wearer to register each item to keep gathering information throughout each piece of clothings lifecycle.
5. THEIR SEASONLESS SWITCH
The sustainable decision to go seasonless was a natural progression as each icon (collection) is focused around subcultural themes and not trends. Their commitment to sustainability does not stop there as they continue to research and implement responsible design practices particularly in the area of upcycling and deadstock materials.
6. OPENING OPPORTUNITIES
By looking outside of the set parameters of the industry, and by putting subcultures at the centre of their label, MCQ is in a unique place to offer empowerment and opportunity to younger generations.
Our focus on young creativity allows us to support the next generation of artists and creators. For each icon (collection), we give new collaborators total freedom to interpret the design-themes, giving them the opportunity to share their vision with our audience.
Ready to discover the debut icon (collection)? Follow the link below…
JOIN THE Q
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