After a record-breaking community fundraising of €750k, Hopaal emerges as the first textile company owned by its community. As the first generation of “green natives,” the company needed to continue its experiments by advocating for consumption minimalism, contrary to fast fashion trends. To make this model viable, Hopaal had to change its positioning and, consequently, its customer base—a risky operation where chance has no place.
The founders, like their new audience, live for action, and this perpetual movement connects them around sports and a passion for the outdoors. The new brand platform unites an active, demanding, creative, and cultured squad. Hopaal advocates for a life lived to the fullest, liberated from constraints through minimalism. The graphic system confronts the duality between the call of the outdoors and the industry’s vision with strong contrasts and a constantly moving photographic direction.