In a crowded world defined by rebrands, refills, and relaunches, maybe it’s time to go in the other direction. It’s time to do more with less.

Debrand is an initiative founded to inspire, organize and influence change through the power of choice. We begin with the utmost respect for our audience - for their taste, their awareness and their decisions - and believe that collective will can do great things. Through artful storytelling and transparent strategy, we aim to promote thoughtfulness and accountability to create a more equitable and hopeful world.

By stripping back instead of piling on, we will support morally-centered causes by identifying a common enemy that embodies toxic excess. Our first victim: cocaine. Debrand Cocaine will take on the glamorous emblem of the me-generation and expose it as a polluting, ruthless and depressing agent of greed.