Offprice outlets adhere to the idea of sustainable consumption. Its renewed business model is based on the principle of avoiding overconsuming instead of just saving money. The brand helps people choose the kind of clothes they want to wear.

Clothes can tell a lot about a human: their views and values, tastes and desires, goals and plans. That’s quite a story, a whole movie we show by wearing different things. Offprice new brand identity is all about anticipating events we choose clothes for and visualizing ourselves in those.

These emotional images become a priority over other characteristics. In the end, it increases our chances to pick what is wanted. In identity, the plots are literally screened onto the silhouettes of models and the nude color symbolizes corporeality, focusing on conscious desires. The fashion gets free out of prices, the looks — out of wardrobes.