DFRNTPIGEON is an apparel brand created for and by at-risk youth.
The name DFRNTPIGEON was chosen by the youth. Pigeons are a symbol of how society perceives homeless people. A bystander to society that scavenges what little they can from the sidewalks. People must be able to see a dfrntpigeon, the one behind the stereotype.
Portland has one of the highest numbers of homeless people in the Nation. 7% of them are under age 26. All of them have dreams. We wanted to help some come true.
In collaboration with New Avenues for Youth, a 501(c) non-profit that creates opportunities for homeless and at-risk youth, we mentored a group of underrepresented young adults to turn their story into a brand.
We worked with an extremely talented group of young men and women and together we created, designed and launched the brand. Our goal was to turn DFRNTPIGEON into a self-sustained company that would give them experience and income.
Our goal is to keep growing and to be able to include more youth in the program so more lives can be changed.
Art Director: Monica Douglas, AKQA
Photography: Sam Souyen, AKQA
Typography & Branding: Carter Pierce