“We are now MA®KET,” the brand wrote in an Instagram post. “We wanna thank each and every one of you for your patience and support throughout this journey. Huge shoutout to everyone on the team and all the extended family for everything you did to get us here. We can’t wait to show you all the new products, content, and collaborations we’ve got planned for ya.”
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The company made the decision to change its name in response to backlash amplified by the increasing number of targeted attacks against Asian American and Pacific Islander communities in the United States and across the globe. A petition appeared on Change.org demanding a rebrand, claiming that “the concept of Chinatown is not for sale, especially not by a white person who only uses the word Chinatown as a synonym for bootleg. It is an act of cultural theft for a white person to profit off of people like Lebron James, Alicia Keys, and many others wearing CHINATOWN clothing.”
The Los Angeles-based streetwear brand took to Instagram to acknowledge the criticism and announce the forthcoming change in March, writing, “The Asian American community is rightfully demanding all of us think and act more. We should have done this sooner but it is never too late to do the right thing. Today, we are announcing that we are changing our name. We are working with our partners and retailers to donate the proceeds from existing products and work to fund non-profits working with the AAPI community.”
In tandem with the name change, the label has also unveiled a new website, dubbed “MarketMarketMarket.com,” which currently sells a multitude of branded hoodies, crewnecks, T-shirts, sweatpants and shorts as part of a preliminary drop under the new imprint. Head to MARKET’s new domain to explore the rebrand.
In another fashion update, Noah has unveiled its boundless Fall/Winter 2021 collection.