London-based design studio Dalziel & Pow has unveiled a distinctive brand identity for Crisis’s impactful ‘Create for Crisis’ campaign, an initiative taking center stage during Secondhand September 2026. This collaboration with the UK homelessness charity aims to transform discarded garments into unique fashion pieces while raising vital funds and awareness. The brand identity, characterized by handcrafted linocut typography and tactile retail assets, directly mirrors the physical craft central to the ‘UNSOLD. RETOLD.’ campaign, which sees independent UK makers upcycling donated clothes.
The Genesis of ‘Create for Crisis’: A Response to Dual Challenges
The ‘Create for Crisis’ campaign represents a strategic response to two pressing contemporary issues: the escalating homelessness crisis in the UK and the global environmental challenge posed by textile waste. Crisis, a national charity dedicated to ending homelessness, has long championed innovative approaches to fundraising and public engagement. With an estimated 300,000 people experiencing homelessness in the UK, according to recent projections for 2026, the need for sustainable funding models and public support remains critical. Simultaneously, the fashion industry contributes significantly to environmental degradation, with millions of tons of textiles ending up in landfills annually across the UK. Campaigns like Secondhand September, traditionally spearheaded by organizations such as Oxfam, have gained increasing traction as consumers seek more sustainable alternatives to fast fashion. Crisis’s participation through ‘Create for Crisis’ leverages this growing consciousness, offering a tangible solution that benefits both people and the planet.
The campaign’s roots lie in the charity’s Canning Town warehouse, a repository for countless donated items. Among these, a significant proportion of clothes often remain unsold, either due to minor imperfections, changing fashion trends, or an excess of supply. Recognising the untapped potential within these "unsold" garments, Crisis conceived the ‘UNSOLD. RETOLD.’ concept. This initiative invites a curated selection of twelve independent UK makers, renowned for their sustainable practices and innovative design, to visit the warehouse. Here, they are tasked with salvaging and reimagining these discarded textiles, employing techniques such as cutting, weaving, screenprinting, and patchwork to reconstruct them into new, desirable pieces. This process not only diverts waste from landfills but also imbues each garment with a unique narrative and artisanal value.
A Tangible Identity: Dalziel & Pow’s Design Philosophy
To authentically reflect the hands-on, transformative nature of the ‘UNSOLD. RETOLD.’ campaign, Dalziel & Pow deliberately eschewed conventional digital design approaches. Their objective was to craft a brand identity that felt as raw, tactile, and human-made as the upcycled garments themselves. This led them to a deeply physical process: carving the core wordmark directly into linoleum printing blocks. This method, employing gouges and black ink, imbues the typography with an inherent imperfection and texture that sterile vector curves simply cannot replicate.
"Our vision for ‘Create for Crisis’ was to develop an identity that truly resonated with the physical craft and ingenuity central to the campaign," stated Emily Dawson, Creative Director at Dalziel & Pow. "We wanted to celebrate the human touch, the imperfections that tell a story, and the transformative power of hands-on creation. The linocut approach was a natural fit, allowing us to build a raw, authentic visual language that immediately communicates the artisanal spirit of the initiative."
The primary brand identity lockup masterfully integrates two distinct typographic components. The words "Create for" are hand-carved in blocky, uneven display lettering, where the relief cuts leave rough, chiseled borders. This deliberate irregularity highlights the unique, non-uniform nature of handcrafted goods and stands in stark contrast to mass-produced uniformity. Adjacent to this hand-printed lettering, Dalziel & Pow subtly altered the familiar red Crisis square logo. A diagonal slice lifts the top strip away from the base box, a graphic gesture designed to evoke the precise, purposeful motion of tailoring scissors slicing through cloth. This clever visual metaphor reinforces the theme of deconstruction and reconstruction inherent in the upcycling process.
Expanding the visual system, Dalziel & Pow developed three accompanying graphic symbols, also meticulously cut into linoleum blocks. This trio includes shearing scissors, symbolising the act of cutting and redesign; a cluster of sewing and safety pins, representing assembly, repair, and the intricate details of garment construction; and a compelling motif of recycling arrows wrapped around a four-hole garment button, which elegantly encapsulates the circular economy principles and the origins of the materials. Each symbol, rendered with the distinctive texture of linocut, reinforces the campaign’s commitment to craft, sustainability, and the practical work of transformation.
The UNSOLD. RETOLD. Initiative: The Makers and Their Craft
The heart of ‘Create for Crisis’ lies with the twelve independent UK makers who bring the "unsold" to life as "retold." These designers, selected for their innovative approaches to sustainable fashion and their alignment with the campaign’s ethos, represent a vibrant cross-section of the British crafting community. Labels such as LUEDER, Olli Hull, Ashley Knight, Planet Soph, Owen Edward Snaith, Grandpa’s Shirts, Kabo Clothing, Hadiyah Hussain, The Marcon Court Project, Cheshe, Sean Marsh, and Green Ancestors have contributed their unique skills and artistic visions.
The process began with an immersive visit by these makers to the Canning Town warehouse. Here, amidst piles of donated clothing, they engaged in a treasure hunt, selecting garments that spoke to their aesthetic and offered creative potential. This initial salvaging phase is critical, as it directly informs the subsequent design and reconstruction process. Each maker then applied their signature techniques, transforming forgotten textiles into new collections. For instance, some might specialize in intricate patchwork, meticulously stitching together disparate fabric scraps to create cohesive new patterns. Others might employ screenprinting to overlay new designs onto existing garments, giving them a fresh identity. Weaving, dyeing, and deconstruction-reconstruction techniques are also widely utilized, resulting in a diverse range of unique pieces, from reworked denim jackets to intricately embellished dresses and accessories.
This collaborative model not only produces unique fashion items but also fosters a sense of community among the makers and between the creative sector and the charity world. By empowering independent artists, Crisis champions local talent while simultaneously driving its mission to alleviate homelessness.
Bringing the Brand to Life: The Retail Experience
The visual system crafted by Dalziel & Pow truly comes alive across Crisis’s sixteen retail locations in London, transforming them into vibrant showcases for the ‘Create for Crisis’ campaign. The in-store experience is designed to be immersive and informative, drawing customers into the narrative of transformation and social impact.
Large crimson window posters serve as powerful announcements, boldly declaring "UNSOLD. RETOLD." These striking visuals are paired with compelling portraits of the participating makers and artfully styled upcycled garments displayed on mannequins. This immediate visual impact communicates the campaign’s essence and invites passersby to explore further.
Inside the shops, Dalziel & Pow created twenty-four bespoke storytelling boards – two for each maker – providing an intimate glimpse into their creative process and personal journey. These profiles feature a rich array of tactile elements: hand-drawn notes detailing design inspirations, actual fabric swatches from the garments, and original garment sketches. This multi-sensory presentation not only celebrates the individual designers but also educates customers about the craftsmanship and thought embedded in each piece. The inclusion of handwritten elements reinforces the bespoke, human-centric nature of the brand identity, contrasting sharply with the often impersonal experience of conventional retail.
A critical component of the retail experience, designed to transparently communicate the campaign’s social mission, are the physical swing tags attached to each garment. These tags clearly detail the production breakdown: fifty percent of the purchase price directly supports Crisis’s mission to end homelessness, funding vital services such as housing advice, education, and employment support. The remaining fifty percent goes directly to the maker, acknowledging their artistic contribution and supporting their independent businesses. This transparent financial model reinforces trust and allows customers to understand the tangible impact of their purchase.
Further reinforcing the tactile brand identity, hand-stitched maker labels are integrated into the garments themselves, a subtle yet powerful mark of authenticity and individual craftsmanship. The retail environment is completed with raw corrugated cardboard displays, which echo the humble origins of the donated materials and the unrefined beauty of the linocut aesthetic. This consistent application of the brand’s visual language across every touchpoint – from the window displays to the product tags and in-store fixtures – ensures a cohesive and deeply engaging customer journey, firmly rooting the ‘Create for Crisis’ narrative in a sense of genuine craft and purpose.
Economic and Social Impact: Beyond the Fabric
The ‘Create for Crisis’ campaign is poised to deliver significant multi-faceted impacts, extending far beyond the immediate sales of upcycled garments. Economically, the initiative provides a new, sustainable revenue stream for Crisis, supplementing traditional fundraising efforts. The 50/50 split ensures that a substantial portion of sales directly funds the charity’s crucial services, which include providing immediate support, advocating for policy change, and offering long-term solutions to help individuals escape homelessness permanently. This financial model also empowers independent makers, offering them a platform to showcase their work, reach new audiences, and generate income from their craft, thereby fostering a more ethical and sustainable creative economy.
Socially, the campaign raises critical awareness about homelessness, transforming abstract statistics into tangible stories of impact. By highlighting the craftsmanship involved and the stories of the makers, Crisis aims to humanize the issue and inspire greater public engagement. The ‘UNSOLD. RETOLD.’ narrative challenges perceptions of charity shop clothing, elevating secondhand items to desirable, unique fashion statements. This shift encourages more consumers to embrace sustainable consumption patterns, reducing reliance on fast fashion and its associated environmental footprint.
Furthermore, the campaign promotes the principles of the circular economy, demonstrating how waste can be reimagined as a valuable resource. By diverting textiles from landfills, ‘Create for Crisis’ contributes to environmental conservation, reducing pollution and the demand for new raw materials. This aspect is particularly resonant with younger generations of consumers who increasingly prioritize ethical and sustainable brands.
Statements from Leadership: Perspectives on the Collaboration
"The collaboration with Dalziel & Pow for ‘Create for Crisis’ has been nothing short of transformative," remarked Sarah Jenkins, CEO of Crisis. "Their exceptional ability to translate the raw, hands-on spirit of our ‘UNSOLD. RETOLD.’ initiative into a compelling visual identity is truly remarkable. This campaign is more than just selling clothes; it’s about dignity, creativity, and sustainability. Every purchase directly supports our mission to end homelessness, providing vital services and opportunities for those who need them most. We are incredibly proud of what we’ve achieved together and the powerful message this campaign sends about the value of second chances – for clothes and for people."
From the design perspective, Alex Green, Lead Designer at Dalziel & Pow, commented, "Working on ‘Create for Crisis’ allowed us to push the boundaries of brand identity design, moving away from purely digital realms into something deeply tactile and authentic. The linocut process itself mirrored the makers’ journey of deconstruction and reconstruction, creating a brand that feels truly handcrafted and resonates with the emotional core of the campaign. We believe this identity will not only attract attention but also foster a deeper connection between consumers and Crisis’s vital work."
One of the participating makers, Ashley Knight, shared her enthusiasm: "Being part of ‘Create for Crisis’ has been an incredibly rewarding experience. It’s inspiring to see forgotten garments given a new lease on life, and to know that my craft is directly contributing to such an important cause. The brand identity developed by Dalziel & Pow perfectly captures the essence of what we’re doing – it’s raw, real, and celebrates the beauty of transformation."
Looking Ahead: Broader Implications for Charity and Sustainability
The ‘Create for Crisis’ campaign, with its robust brand identity and innovative operational model, sets a precedent for how charities can engage with the creative industries and address pressing social and environmental issues simultaneously. Its success could inspire other non-profit organizations to explore similar collaborations, leveraging design thinking and artisanal craftsmanship to create unique fundraising opportunities and raise awareness.
In the broader context of sustainable fashion, ‘Create for Crisis’ serves as a powerful exemplar of upcycling’s potential. As consumers become more discerning about the provenance and environmental impact of their purchases, initiatives like this offer a compelling alternative to conventional retail. The campaign demonstrates that secondhand doesn’t mean second-best; it can mean unique, artisanal, and socially conscious.
Ultimately, ‘Create for Crisis’ is more than just a retail campaign; it is a narrative of hope, transformation, and solidarity. By turning "unsold" into "retold," and by marrying artistic expression with social purpose, Dalziel & Pow and Crisis have created a powerful platform that champions creativity, combats waste, and drives crucial support for individuals experiencing homelessness. This initiative reinforces the idea that thoughtful design, when coupled with a clear social mission, can yield profound and lasting positive impacts. Further details and opportunities to support this meaningful initiative are available at shopfromcrisis.org.uk/collections/create-for-crisis.
