Tien (Ten) is a Dutch second-hand clothing store where every piece is cheekily priced at just ten euros. Their rebrand starts from the insight that the world doesn’t need more clothes, just better use of what’s already there. Then why buy new clothing if there’s already so many perfectly good pieces out there? Why design a new logo if there are already so many logos out there?

The direction was evident: reuse only what exists. An eclectic collage of letters, chaotically cut from brands found in the ever-growing mountains of discarded clothing, forms a logo that keeps evolving. For this reason, FCKLCK.STUDIO intentionally kept the identity calm: the unapologetic logo is paired with Klim Type’s Untitled Sans Medium, set in rich black on white and light grey.