Pentagram’s Eddie Opara and team have collaborated on Gamer, the Spring 2021 collection from rɘ―inc, the lifestyle brand co-founded by world champion US women's national soccer team members Tobin Heath, Christen Press and Megan Rapinoe and former member Meghan Klingenberg.
Gamer champions the women, BIPOC and activists who are using their crafts and specialties to disrupt the field of gaming. The concept draws on the re—inc founders’ own experience as players fighting for representation and equity, and invites everyone to join the quest to break norms, reimagine everything and level the playing field. The collection was conceived as a game where “This Queen does NOT need to be saved!” and players can “Smash the patriarchy!” 7% of proceeds will be donated to Black Girls Code.
The line features sustainably made streetwear, accessories and objects inspired by gaming, including hoodies, tees, phone cases, totes, notebooks, a skateboard, and a limited edition deck of playing cards with the four re—inc founders in place of the Jack, Queen and King cards. The color palette includes Not Princess Purple, Screen Green, Indigo-go and Galactic Gray.
The graphics build on the brand identity Opara and team previously created for re—inc. The designers developed a kit of parts that combines old-school video game graphics with a contemporary look and feel. Typography is set in the new custom font Re Nord Pixel, designed by Raoul Gottschling as a play on his La Nord Re from the original brand identity, with a few other arcade-inspired typefaces digitized for the toolkit. The re—inc logo has been recreated as a pixelated graphic, and other custom icons and illustrations have a retro game aesthetic.
Gamer lookbook photography by Emily Lipson. Production by Jean Jarvis. Direction by Rachael Wang Studio.