This bachelor's thesis addresses sustainability challenges in the fashion industry and introduces REGARN, a brand specialising in printing on plain second-hand t-shirts as well as sweatshirts. The brand transforms pre-loved clothing into unique, wearable art, catering to individuals and specific communities.

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The thesis identifies trends appealing to modern consumers, especially Generation Z and late Millennials, while competitive benchmarks emphasise REGARN's alignment with sustainable fashion. The brand's strategy, target audience, and positioning focus on revitalising plain second-hand textiles.

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Creativity is pivotal to REGARN's development, promoting individuality and sustainability. The thesis presents an online platform offering innovative and sustainable streetwear, exclusively designed by a community of independent artists.

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A thoughtfully-crafted corporate identity and advertising materials complete the brand's profile, offering a holistic customer experience centred on modern streetwear standards. REGARN not only provides an attractive alternative to fast fashion but also contributes to the circular economy by reimagining second-hand clothing through creative printing. This thesis underscores REGARN's potential as a modern, sustainable fashion concept.