Outdoor apparel company SheFly has undergone a rebranding process and is now known as Gnara. The change of name was aimed at expanding licensing opportunities, developing a wider range of products, and creating a more inclusive community.
Why the Rebrand?
The SheFly brand name was no longer suitable for the company’s evolving identity, which now encompasses a more diverse community and innovative solutions to apparel problems. The company felt the name Gnara was a better representation of its full potential and values. The new name also allowed the company to separate its consumer brand from its patented zipper technology, making it easier to license the technology to other brands.
Importance of Inclusivity
Another reason behind the rebranding was to create a more inclusive community. The SheFly brand name could be exclusionary to customers who don’t identify with the “she” pronoun. The new name, Gnara, aligns with the company’s core values of inclusivity and creates a space for all people to be part of the community.
The rebranding process was necessary for SheFly to evolve and expand its product range and licensing opportunities while remaining true to its core values. The company has come a long way since it was founded in a college dorm room and is now poised to solve even more apparel problems under its new brand name, Gnara.