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Fifty2: The My Private Brand Project

by Diane Lindquist on 03/11/2014 | 3 Minute Read

Retail-owned brands have come a long way from the black and white generic labels of the 1970’s. The transition included a lengthy period of knock offs, where retailers introduced “me-too” private labels that closely mimicked the look of the national brands. Now, in his first book, Christopher Durham, Vice President of Retail Brands at Theory House, takes a focused look at private brands that have cracked the code and become true national brands.

The book is design in a bonded in white cover with a sophisticated indie feel. Using a selective color to represent this book, the book includes expanded brand strategy and learnings from the 52 brands, as well as more than 200+ new photographs from the award winning photographer, Teri Campbell.

The premise of the book was to combat the erroneous perception that private brands in the United States are just a value play wrapped in bad design. With Fifty2: The My Private Brand Project, Durham sets out to prove that perception wrong. Fifty2: The My Private Brand Project is based on Durham’s yearlong blog project of the same name on his industry website, My Private Brand

“One of the things I love about this project is that when I found the best brands, they weren’t all from big retailers with big budgets. Some of the brands, like Bi-Rite, are local surprises that truly deserve the honor.”

- Christopher Durham, Vice President of Retail Brands at Theory House



Logo and Design Concept by Wallace Church

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