Chinatown Market is now just called "Market.

A few days ago, the Los Angeles brand Chinatown Market announced that it had changed its name to "Market", with the new lettering MA®KET. The brand had already announced the name change last March, when following an increase in episodes of violence against members of the Asian community in America, some voices of the fashion system had accused it of cultural appropriation towards the American Chinese communities. Market founder Mike Cherman told Complex: 

«We had a lot of internal conversations with the team and just us trying to analyze who we were as a company, and every single time we have these conversations, we recognize two things that: We are the market of the internet—how we operate as a brand and how we are just very much like a friend on social. And we are the market of the people».

To promote the new brand identity, Market will sign three capsule collections presented first online and then in-store. The garments of both will not deviate from the previous aesthetics and will continue to have university-style graphics, present in the Market Arc Capsule, and the smiley, which has now become almost a synonym of the brand.  Another capsule will be the Market Globe Capsule, which transforms that same smiley into a globe accompanied by pacifist phrases. While the third capsule, named Anniversary Graphics Capsule, will include items designed individually by the various members of the design team and includes jackets and trousers of the suit. In addition, a limited edition varsity jacket and a series of collaborations including one with Tommy Hilfiger will also be launched in the coming months. The brand name, in any case, was already about to be changed: «In retrospect, I’m proud that we were able to do this and everyone can learn from this. This happens from those hard conversations», Cherman told WWD.

At the moment, the proceeds from the brand's sales are entirely donated to nonprofits that support the Asian American community such as Send Chinatown Love, Immigrant Social Services and Welcome to Chinatown. And Cherman has already announced that the production of collections and capsules in support of Asian communities will continue under the new name. It is all part of the brand's new mission that, after the name change, wants to adopt a new approach: «We’re not here to sell T-shirts. It’s about building a community», added Cherman.