Brand Identity
Finders Collective
Finders Collective is a conceptual brand that reimagines op shopping as an experience of discovery, individuality, and community. Inspired by the mystery and beauty of vintage fashion, the brand challenges the stigma surrounding op shops by presenting second-hand shopping in a way that feels stylish, welcoming, and culturally relevant to younger audiences. Rather than competing with existing op shops, Finders celebrates the social, environmental, and community value they already provide while encouraging more conscious and sustainable fashion consumption.
Year
2025
Target Audience
Youth Invested in fashion
My passion for textiles, fabric, and op shopping led me to explore how design could challenge the stigma surrounding second-hand clothing and encourage more conscious consumption.
Initially, I considered rebranding an existing op shop. However, research revealed that many Australian op shops are closely connected to charities and community organisations, with identities built around purposes that extend beyond fashion and sustainability. Repositioning an existing organisation around my own concept therefore felt inappropriate.
