It Ain’t Over
In the summer of ’23, we received a letter accusing us of name infringement regarding the name Four by Four Clothing (our previous brand name). At that time, we had only been up and running for three months after rebranding to Four by Four Clothing and had already released a lot of items.
After much back and forth, we decided to change our name. A difficult decision after 7.5 years of hard work, filled with ups and downs. With the help of some close friends with creative backgrounds, Merijn Binnenkamp came up with our new brand name: OFUR. Originating from our old brand name and inspired by what we went through and those who tried to push us out, we only had to switch two letters;). After many creative sessions to define the brand’s direction with Michel Bron, the OFUR logo was created and designed by Mart Biemans.
A New Name, Rising to Overcome
By carefully shaping every detail of this rebrand from A to Z, OFUR was born. The name embodies the spirit of overcoming obstacles and rising above challenges. This transition is more than just a name change. It represents a fresh perspective on fashion, culture, and community. The new direction speaks to those who push boundaries, embrace change, and continue to grow.
The Journey to the Logo Reveal
To capture the transformation from Four by Four to OFUR and the reveal of our brand name and logo, we collaborated with HARD Agency. Known for their innovative storytelling, they worked closely with us to write and direct the essence of this journey. The video showcases our core values: resilience, creativity, and empowerment. It highlights our mission to rise above challenges, overcome adversity, and move forward through learning and experience.
Next Stop: The Debut Collection
Behind the scenes, we are working hard to bring our debut collection to life. A journey that will come with many challenges, from production to planning and executing editorial and studio shoots, as well as coordinating with retailers and fulfilment center.
Each item in this collection is thoughtfully designed with a focus on quality, comfort, and style, ensuring that wearers feel as strong and resilient as the message behind it.
