The fast–fashion consumerism issue is reaching more and more people's awareness. Our group research has highlighted how the big step to the mass adoption could be breaking people's perception on the hygiene of second-hand shops.

Frome this starting point we tried to answers to the demand of a partecipative yet secure space for second-hand shopping. Retape is a second- hand brand that takes the whole package of the second-hand chlotes, focusing both on the curatorial choice of the most original chlothes and the personalization of the let's call "anonymous" clothes: garments without particular illustrations or logos. Retape will put his patch on them with his fablabs The Patchlab, a Retape sub–brand.

Retape's brand manual expose each brand guide: it's values, typography, logo and photography guidelines.