The brand and its clothing was designed as a communications tool and as a “campaign in disguise”. The collection is not designed as a serial-product, but consists of unique pieces of remixed and remodelled clothing. Old clothes were selected from the vast amounts of cast-off clothing in several Salvation Army warehouses. These were taken apart, combined and redesigned, taken apart and put together in a very different, very vibrant style.

This campaign was not aimed at making money for the Salvation Army. However the first collection was sold out. The proceeds are used to help funding projects for homeless children. An analysis of the total PR-value of this operation showed that the total amount of publicity generated amounted to a commercial media value of more than 2 million euro.