# Rebranded All-American Sportswear READ WALL is Expanding to Include More Stylish Menswear Pieces By Rebecca Byers | Published 2012-07-24 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/read-wall References: [readwall](http://readwall.com/) & [readsclothingproject](http://www.readsclothingproject.com/) READ WALL, formerly known as [Read’s Clothing Project](http://www.trendhunter.com/trends/reads-clothing-project), is an American social fashion brand overhauling its image and expanding its catalog of classic, education-enabling shirts to include new sporty menswear pieces. Partnered with Books for Africa, Read Wall pledges to donate one book to a child in need for every item sold. Founded on an appreciation for [preppy, well-made clothing](https://www.trendhunter.com/trends/yale-university) and an interest in becoming involved in education initiatives in Africa, Read Wall provides alternative, socially conscious and fashionable menswear. The READ WALL Fall/Winter 2012 collection is showcased in a look-book photographed by Chiun-Kai Shih and showcases the brand’s well-executed first attempt at outerwear, pants and accessories. The rebrand will take full effect with the official launch of the Fall/Winter 2012 line and new website, while the current selection is still available at its old address. **Contact Information** READ WALL [website](http://readwall.com/) Read’s Clothing Project [website](http://www.readsclothingproject.com/) READ WALL [Twitter](http://twitter.com/ReadWall1) READ WALL [Facebook](http://www.facebook.com/ReadsClothingProject) READ WALL [Tumblr](http://readsclothingproject.tumblr.com/) ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 87% | Activity: 86% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Key Themes Behind This Trend - **Socially Conscious Fashion:** Read Wall's commitment to donating one book to a child in need for every item sold presents a disruptive innovation opportunity for other fashion companies to establish social responsibility initiatives. - **Expansion Into Sportswear:** Read Wall's expansion into sportswear offers a disruptive innovation opportunity for other all-American sportswear brands to broaden their offerings and engage new customer demographics. - **Partnerships with Charitable Organizations:** Read Wall's partnership with Books for Africa presents a disruptive opportunity for other companies to establish similar partnerships, contributing to not only social causes but also brand image and customer loyalty. ### Where This Applies - **Fashion:** Read Wall's rebranding presents a disruptive innovation opportunity for other fashion companies to expand offerings and incorporate social responsibility initiatives. - **Sportswear:** Read Wall's expansion into sportswear presents a disruptive innovation opportunity for other all-American sportswear brands to broaden their offerings and engage new customer demographics. - **Charitable Organizations:** Read Wall's partnership with Books for Africa presents a disruptive opportunity for other companies to establish similar partnerships, contributing to not only social causes but also brand image and customer loyalty. ## Related on Trend Hunter - [Dynamic Athleisure Menswear Ranges](https://www.trendhunter.com/trends/red-run-menswear-collection.md) - [Youth Streetwear Launches](https://www.trendhunter.com/trends/diary-1999.md) - [Tailored Apparel Line-Expansions](https://www.trendhunter.com/trends/west-coast-ivy-collection.md) - [Connection-Driven Apparel Lines](https://www.trendhunter.com/trends/cool-to-connect-1.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Redefined Fall Everyday Uniforms](https://www.trendhunter.com/trends/observe.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md) - [Mid-Summer Streetwear Launches](https://www.trendhunter.com/trends/when-the-smoke-clears-collection.md) - [Outerwear-Centric Fall Fashion](https://www.trendhunter.com/trends/bene-culture-3.md)