We partnered with Crisis, the charity dedicated to ending homelessness in the UK, once again to relaunch its fashion upcycling initiative Create for Crisis. To support the launch, we developed a bold new retail identity and supporting campaign assets.

The new identity launches as Crisis marks this years’ Secondhand September with UNSOLD. RETOLD., a creative collaboration bringing together 12 independent makers and designers to transform unsold donated garments into one-of-a-kind fashion pieces. Giving clothing a new chapter, the initiative sees garments that might otherwise have gone to textile recycling reimagined, reconstructed and brought back to life.

For UNSOLD. RETOLD., the 12 makers were invited into Crisis’ Canning Town warehouse to select unsold donated garments and were given a simple brief: give them a new life. 

The result is a series of limited collections in which existing garments have been cut, reconstructed, woven, embellished, printed, painted and transformed into completely new, limited edition pieces. The collections go on sale from 11 September in 16 Crisis stores across London and online, with 50% of sales going towards Crisis’ work to end homelessness and 50% to the maker. 

D&P partnered with Crisis to create a distinctive identity for the ongoing maker collaboration programme ‘Create for Crisis’ and to bring UNSOLD. RETOLD. to life in-store. With the campaign launching just days ahead of London Fashion Week, the brief was to create something with enough personality, energy and attitude to stand alongside the work of the makers themselves.

The result is bold, playful and proudly handmade. We gave Create for Crisis a confident new identity, rooted in the spirit of making, creativity and collaboration – designed to feel as individual as the people and pieces behind it.

The new logo brings together two core elements. To develop the ‘Create for’ lettering we lino cut and printed using traditional techniques, reflecting the craft, time and human touch at the heart of the initiative. Alongside it, the original Crisis logo has been playfully reworked, with a strip sliced from the top of its square and lifted away, creating the impression of a pair of scissors at work. Together, the elements give the identity a distinctly handmade feel, celebrating the creativity and craft behind Create for Crisis.

To complement the new identity, we created a trio of graphic symbols: a cluster of pins, a sustainability symbol wrapped around a button, and a pair of scissors. Each was lino printed by hand, bringing a tactile, human quality to the system while representing the ideas at the heart of Create for Crisis – craft, creativity, sustainability, collaboration and joy.

The symbols feature across a suite of in-store assets, from window displays and rail boards to swing tags, creating a cohesive campaign presence throughout the stores. All are brought together under the campaign headline: ‘UNSOLD. RETOLD.’.

Within Crisis stores, each participating maker has been given a dedicated space, marked out with a suite of campaign assets designed to celebrate both the collective spirit of UNSOLD. RETOLD. and the individuality of the people behind it.

Because no two makers – or their creative approaches – are alike, neither are their retail stories. We created 24 bespoke pieces of in-store storytelling, two for each of the 12 participating makers and designers, drawing directly from their individual personalities, creative practices and work. 

Together, they create a cohesive campaign presence across the stores, while giving each maker the space to bring their own creative identity to the fore.

The 12-strong collective spans fashion, textiles, knitwear, weaving, reconstruction and upcycling. It includes Marie Lueder, founder of London fashion label LUEDER, who recently created a custom look for RM of BTS for the 2026 FIFA World Cup final halftime show (Elephant & Castle); Hadiyah Hussain (Walthamstow); Olli Hull (Camden and Streatham); The Marcon Court Project (Peckham); Planet Soph (Hackney and Kilburn); Owen Edward Snaith (Finsbury Park); Grandpa’s Shirts (Islington); Kabo Clothing (Brick Lane); Ashley Jess Knight (Camberwell); Green Ancestors (Ealing and Putney); Sean Marsh (Muswell Hill); and Cheshe (Dalston and Archway).

Molly Goldby, Designer, Branding & Communications at Dalziel & Pow, said: “It’s always a joy working with Crisis and this was no different. To mirror the craft of 'UNSOLD. RETOLD.', we gave the campaign an organic, handmade style and lino cut the Create for Crisis logo. Incorporating the designers' sketches and annotations enriched the final result, making this a collaborative, experimental, and joyful project.”

Liz Choonara, Executive Director of Commerce and Enterprise at Crisis, said: “Dalziel & Pow have developed a bold new identity for Create for Crisis and brought UNSOLD. RETOLD. to life in a way that celebrates the individuality at the heart of the project – creating a cohesive campaign that still gives each maker’s own creative identity space to shine. Dalziel & Pow’s work on Create for Crisis and UNSOLD. RETOLD. builds on its ongoing creative relationship with Crisis, including last year’s Pop-Up Crisis on Savile Row and the Crisis Dropshop retail concept. Together, the new identity and campaign give unsold clothing a new story, independent makers a platform and Create for Crisis a bold new presence in-store.”

To see the full Create for Crisis collections visit: https://shopfromcrisis.org.uk/collections/create-for-crisis