Gili Rappaport

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African ethical streetwear brand UNIFORM partnered with platinum-selling rapper and designer A$AP Ferg to create a new collection under his label Traplord, releasing it alongside the documentary A$AP Ferg: Where Stars Are Born, which chronicled Ferg’s visit to UNIFORM’s factories in Africa.

Brought in as brand strategist, I helped define UNIFORM’s unique position within the ethical fashion market, ensuring it stood out for its cultural vibrancy and creative edge. Through brand foundation and identity work—including promise, personality, manifesto, and style guidelines—we built a distinct world rooted in pride and authenticity. This foundation guided the launch of UNIFORM’s online store, pop-up shop, email campaigns, and social media presence.

The campaign’s centerpiece documentary premiered on Tidal, reaching 1.3 million viewers in its first month, amplifying UNIFORM’s voice as a socially responsible and culturally forward fashion brand.

Highlights:

• Brand strategy and identity development positioning UNIFORM in the ethical fashion market

• Created brand promise, personality, manifesto, and style guidelines

• Guided digital, retail, and social media executions for launch

• A$AP Ferg: Where Stars Are Born documentary reached 1.3M+ views in one month on Tidal

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Design: Muwuso Mkochi, Cynthia Ratsabouth; Copywriting: Marisa Aveling; Photography: Daniel Arnold, Renell Medrano