USWNT stars' brand Re-inc shipped a Gamer collection with Pentagram pixel type

Re-inc, the lifestyle brand co-founded by US Women's National Soccer Team members Tobin Heath, Christen Press, Megan Rapinoe and former member Meghan Klingenberg, builds representation and equality into its products. For its Spring 2021 collection it took on gaming — a culture whose visual language it wanted, but reframed.

Eddie Opara's Pentagram team designed the Gamer collection: streetwear, accessories and objects from phone cases to a deck of cards, with retro-fantastic icons and illustrations. Raoul Gottschling drew Re Nord Pixel, a custom pixel font played off his La Nord Re from the original brand identity, and the re-inc logo itself was recreated pixelated. Copy lines read 'this queen does NOT need to be saved' and 'smash the patriarchy', and 7% of proceeds went to Black Girls Code.

The material reports no sales figures. The collection gave 7% of proceeds to Black Girls Code and carried the founders' representation message into gaming spaces.

Re-inc is run by athletes who campaign for equality in their day jobs — Tobin Heath, Christen Press, Megan Rapinoe and Meghan Klingenberg founded the brand to practice the representation they preach. Its Spring 2021 collection, titled Gamer, aimed that mission at gaming culture.

Pentagram's Eddie Opara and team built the collection's design system: a new custom typeface called Re Nord Pixel by Raoul Gottschling, a pixelated recreation of the re-inc logo, and retro-fantastic icons across streetwear, accessories and objects from phone cases to playing cards. Each item kept the brand's original aesthetic while standing on its own.

The copy did the reframing — 'this queen does NOT need to be saved' and 'smash the patriarchy' — and the collection committed 7% of proceeds to Black Girls Code, tying the gaming homage to the cause of who gets to build technology.

The founders live the representation message, so the collection is on-brand rather than bandwagon merch.

A bespoke pixel typeface ties the drop to the brand's own identity instead of generic 8-bit clip art.

The Black Girls Code donation funds the cause the aesthetic references.

Borrowed aesthetics work when they carry the brand's argument: pixel art reads as gaming, but the copy redirects who gaming is for.

PRINT covered the drop at release in April 2021; the material records no commercial results.