Desigual was born on the beaches of 80s Ibiza, and embodies the same radical free spirit. However the brand that made its name by getting people to get naked in its stores had lost its mojo. To turn things around and tap back into its DNA, We Are Pi did something radical: permanently flipping its logo backwards. It launched in stores in a dedicated campaign and with a new clothing line; showing radical free spirits everywhere this was still their brand.
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