Deconstructing fashion's broken system to build a more conscious future.
Beyond the Trend Cycle
My path was never a straight line. I arrived at The Fashion Institute of Design and Merchandising at seventeen, driven by a passion for visual communication with dreams of curating museum exhibits or building immersive concert stages. But after my first year, I followed a familiar calling and pivoted to Graphic Design. It was a subject I’d connected with in high school, and I trusted that intuition without knowing exactly where it would lead.
I powered through my studies, graduating at twenty, and it was a retail job at the downtown San Francisco Apple store that unexpectedly opened the door to the tech world. That experience became a launchpad, landing me in the heart of the 2011 tech boom and leading to a career architecting brand identities and building digital worlds for innovators like Meta. I spent years honing the art of strategic storytelling, creating clear, compelling narratives for cutting-edge technology.
Our Story: A Serendipitous Path to a System Reset.
But an eye-opening experience at the Global Fashion Summit was a stark reminder: the most powerful stories are often the ones being hidden. I saw an industry whose narrative was broken—a relentless cycle of trends driving overconsumption, waste, and a profound disconnect from the things we wear.
The realization was immediate: my true calling wasn't to build another brand, but to use my unique expertise—a fluency in both design and technology—to deconstruct an entire industry's story and empower you to write a new one.
My name is Christina Bisi, and The (un)Trend is the platform, perspective, and movement born from this pivot—dedicated to using the tools of branding not for marketing, but for clarity.
We are here to empower a new generation of conscious consumers by demystifying sustainable fashion. We translate the complex, often hidden knowledge of materials, technology, and industry impacts into clear, actionable choices. We believe knowledge is the catalyst for meaningful change.
Our Mission: Demystifying Sustainable Style.
Our Vision: A Regenerative Fashion Culture.
Our vision is to cultivate a global culture where style and sustainability are inseparable. We are working toward a future where empowered consumers demand a transparent, regenerative fashion industry that is safe for both people and the planet. We envision a future where every choice gives back more than it takes.
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We are an independent voice, guided by rigorous research, science, and a commitment to the truth, not trends.
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With a background at the forefront of technology, we champion the groundbreaking innovations—from materials to circular systems—that are paving the way for a better future.
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We are unafraid to challenge the status quo, ask difficult questions, and use our platform to advocate for systemic change.
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We believe that sustainable fashion is for everyone. Through the lens of strong design and clear communication, we make this crucial conversation inclusive, stylish, and inspiring.
The (un)Core Principles:
Our Guiding Compass.
We believe the most powerful trend is the one you create yourself—a mindful, informed choice that shapes a better future. This is more than a name; it's a movement.
Welcome to The (un)Trend.