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Debrand Rebrand: Embracing Next-Life Logistics for Textile Circularity

A rebrand is more than a cosmetic change. It’s a strategic shift that redefines the essence of an organization, the message it stands behind, and the values it embodies. Since our inception 15 years ago, our company has evolved in many ways – from the services we offer and solutions we enable, to the cutting-edge technology and the growing team that powers our business.  However, one thing remains the same throughout – our mission to solve the world’s waste problem.

Not only have we evolved as a company, but the textile industry as a whole has transformed its mindset surrounding sustainability.  It was clear as day that it was a pivotal time for us to embark on a journey to redefine our brand.

From our logo to our website and every word and photo we used, every aspect of our brand has undergone a thoughtful transformation to reflect our current brand identity. Our rebrand is more than aesthetics, it conveys our brand’s vision and mission.

Next-Life Logistics: A True Sentiment

Next-life logistics is a transformative approach that empowers the entire supply chain to proactively prevent waste issues. It’s a concept that holds the potential to create a net positive impact on consumers, companies, and our planet. Companies embracing net positive business practices give back more to the economy and environment than they take.

Debrand extends the life of products, and the precious resources used to create them, by leveraging next-life logistics to sort, pre-process and circulate damaged and returned products for resale, donation, repair, recycling, or responsible disposal.

In our world, the journey of a textile product doesn’t end when it is discarded. Instead, we evaluate and prepare it for a new life, a next-life. This concept of reimagining the lifecycle of textiles and giving them a purpose beyond their initial use is at the heart of our mission.

Systems of Sustainability: Enabling a Circular Economy

Next-life logistics is intricately linked with our commitment to creating a circular economy within the apparel industry. We understand the vital role sustainability plays in safeguarding our planet for future generations. Our newly revamped systems of sustainability reflect our dedication to fostering a more eco-conscious world.

Through our ecosystem of trusted partners, clients, and cutting-edge technology, we have a variety of services. We offer a diverse range of next-life channels for apparel and footwear brands to recycle, reuse, donate, repair, or resell their excess inventory. These next-life channels form the backbone of the circular systems of sustainability that we champion. They are integral to reducing waste, conserving resources, and promoting responsible consumption.

The Charactermark: Symbolizing Our Mission

Our rebrand wouldn’t be complete without a symbol that encapsulates our mission and values. The charactermark was designed to illustrate multiple interpretations. Is it a wave or a symbol for sortation? Our charactermark has dual meaning, which perfectly represents our organization: the ‘wave’ of clothing and textiles we sort and process through our various channels, and the two hands in the middle sorting garments exemplify our commitment to care, quality, and sustainability. This charactermark enhances our brand, reminding us daily of our purpose. It is also a representation a core value we hold at Debrand:

“Each and every victory — no matter how small or big of a ripple — has the potential to create vital change and contribute to a larger tsunami of success in the future.”

– Amelia Eleiter, Co-Founder & CEO of Debrand

Ultimately, our rebrand is a commitment to evolve and adapt to the ever-changing world of sustainability and circularity. We are excited to embark on this new chapter as next-life logistics providers, supporting a circular economy with a variety of sustainable channels. Our rebrand is a reflection of our dedication to a greener, more sustainable future for all. Join us on this exciting journey towards a next-life that’s brimming with possibilities.

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We respectfully acknowledge our place of work is within the ancestral, traditional and unceded territories of the Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səl̓ilwətaʔɬ/sel̓ílwitulh (Tsleil-Waututh) and that we serve the Peoples of the many Nations throughout British Columbia.

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