Chinatown Market Changes Name
CALIFORNIA, USA — In the beginning of this year, D.M. Fashion Book reported that LA-based streetwear brand and bootleg label Chinatown Market, which was founder in 2016 by Mike Cherman is going to have a new name (see it here).
Back in March, Cherman issued a statement proclaiming that it should have been done sooner as the company “did not consider what this name would mean to the communities in Chinatowns across the world.”
The company is embarking on a new brand identity, changing its name to Market, stylized as MA®KET.
After months of searching and legal processes, the brand landed on the name Market for its continued journey.
“We look at this less as a rebrand and more about leaning into who we’ve always been,” said Cherman, who also serves as creative director. “We’ve had conversations internally about who we are as a brand. We always come back to the same thing, and that’s the market — and we recognized it was a name we need to own.”
To promote its new name, Market will create three capsule collections that will launch online before hitting stores. They will be reminiscent of the brand’s offering and will feature details such as a classic arch typeface in the Market Arc Capsule and signature brand motifs like the yellow smiley face.
One collection, the Market Globe Capsule, puts a globe on the brand’s signature smiley face and include phrases such as “world peace.” Another, named the Anniversary Graphics Capsule, consists of pieces each member of the Market team has designed themselves and include custom garage jackets and sweatpants as a “platform for everyone to showcase their creativity,” Cherman said.
Market will also be launching a varsity jacket for select friends of the brand and has collaborations on the way over the next six to 12 months, including one with Tommy Hilfiger.
Cherman, who believes fashion no longer lives on the streets but online, created a Discord channel for its community to interact, make graphics and memes about the brand and Cherman himself.
“We’re not here to sell T-shirts. It’s about building a community,” he said. “It’s also in how we produce content and make people feel like they’re our friend. Giving kids content and fun stuff to engage with.”
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