United by caring, not by trends.
Counter–State is a 2nd hand shop, on a mission to make buying used cooler than new.
The brand embraces frivolity, self-expression and determination. Everything they do is about bringing better choices to people, the choice to celebrate life without hurting it. Their purpose and larger vision is to make buying second hand cooler than high street. By embracing individual expression and caring for planet earth, they want to shift the scale. The aesthetic and visual language were designed to communicate the frivolity and self-expression at the heart of the brand, drawing people in.