the immigrant hustle
Immibrand is an apparel & accessories online store driven by a socially-progressive political agenda. The project objective was to create a brand that addresses the positive influences immigration has had (& continues to have) in the United States. Target audience demographics were immigrant millennials, particularly Latinos living in the United States.
How can a brand launch in a seemingly saturated market that addresses serious progressive political concerns without losing its relaxed lifestyle attitude by giving in to the cynicism of identity politics?
There was a certain play on words that grew from a simple formula.
brand + immigrant = immibrand
The form and essence of the brand were exactly that: identity. How much could the aesthetic be reduced to the essential without being lost to meaningless form? From ambiguity, a mark of recognizable voice took shape.
However passionate the project in social entrepreneurship it may be, it’s still a business. And a high-quality apparel line was also produced that reflected popular culture, center left progressive commentary and a casual voice that is intelligently unapologetic.
Welcome to the brand process of celebrating the journey towards the American Dream.
Dark Pastel Red
Pack my box with five dozen liquor jugs.
PACK MY BOX WITH FIVE DOZEN LIQUOR JUGS.