Staging an Uprising: Transforming Communities through Fashion, Design, and Activism
“If your dreams don’t scare you, they’re not big enough” is an ethos Michelle loves to share, coming from her early days of competitive figure skating. Following a career ending injury, she reassigned her passion towards design working with celebrated companies such as BCBGMAXAZRIA & AEG. After her time in corporate life & some venture backed trial & errors- Michelle K. Hanabusa bootstrapped a new brand called WEAREUPRISERS. WEAREUPRISERS is a community-driven streetwear brand focused on activists, trendsetters, and warriors of change. Their goal is to inspire change by partnering with like-minded partners to give voice to the underrepresented.
Andrew (interviewing for Design Toast) : You have an education in both graphic design and business. What design/business skills do you typically incorporate as a part of your activist work?
Michelle: Design and business in the context of activism requires an intimate knowledge of current affairs, historical context, current community needs, and passion. To represent a cause well, requires authentic storytelling and good design.
#HATEISAVIRUS is my most recent campaign. From a design perspective, it’s really important to keep consistent branding across all our assets (infographics, videos, photo assets, fundraisers, etc). It allows our audience to grow accustomed to recognizing #HATEISAVIRUS content (which my team works very hard on).
From a business perspective, it’s important for us to understand our audience and also predict the quantity of merchandise you are planning to sell. Since net profits from merchandise sales like the #HATEISAVIRUS collection go directly to its relief fund, it’s important for us to be conscious of factors like cost of production, in which prices fluctuate depending on variables such as quantity, colors, and much more. Most importantly, UPRISERS is a ZERO WASTE production, which is why pre-orders are essential for our team. Pre-orders = zero waste. Minimizing leftover inventory, among other practices, allow us to practice sustainable methods.
Andrew: You’ve had a career as an art director — various fashion brands, as well as larger companies. Can you give us an outline of your journey? When did you first realize that you wanted to pivot toward social issues and activism?
Michelle: I was lucky to get a full-time job almost right after graduating from USC. I spent about 4 years working for large companies such as BCBG MAXAZRIA, and AEG, while continuing to freelance for clients such as Academy of Motion Pictures Arts and Sciences (Oscars).
During these times, I couldn’t help but notice a disconnect between these larger companies and the consumers. I started to really think about how brands can build better connections with their audience and make them feel seen. Back then, brands like Everlane started to pop up — with strong messaging about transparency, sustainability, and other such things I had not seen other brands do. This is what got my mind thinking — consumers are hungry for information, connection, and supporting brands that are doing good.
I believe it was 2015, when I started an e-commerce shop re-selling Japanese inspired goods to the American market. I didn’t have any expectations except the urge to learn every aspect of the e-commerce business for my own knowledge. I also wanted to build relationships with like-minded creatives and entrepreneurs. Soon after, I was approached by people within the industry to take the leap into entrepreneurship and start my own brand. I was young, naive, and hungry to get out of my 9–5 that was essentially killing my creative soul. With the 2016 election, the world felt heavy and times were changing. I took this new opportunity to build something with a purpose of creating and empowering change.
Fast forward 3 years later, after much trial and error — I left everything behind and decided to bootstrap a new brand at the beginning of 2019. WE ARE UPRISERS came to fruition. The relationships, network, and trial and errors I experienced brought clarity and purpose on how I wanted to represent UPRISERS as a brand. It was bold and some could say controversial, but after years of “diluting” my message to appease my peers and inner network, I decided that I, myself, couldn’t be an upriser unless I was true to myself. I wanted to tell stories (through fashion and design) of bad-ass individuals and organizations who are WARRIORS OF CHANGE to be the core DNA of UPRISERS mission.
Andrew: What visual or activist influences have been important for you?
Michelle: My inspiration comes from the 1960’s student-led publication called Gidra. Known as the pioneers of the Asian American movement, they portrayed a kind of message and rawness that sparked the inner fighter in me. The iconic black and white photo of the Gidra sisterhood, and their voice in telling stories that didn’t exist in mainstream media, with the middle finger, said everything that I wanted to say; from my personal experiences throughout my years of being silent, to how I felt about the world and where it has been as heading… what I feel we all know as needing REAL Change. A revolution.
The middle finger was more than just a rebellious symbol. It represents change; and that is what UPRISERS stands for: collaborating with organizations and individuals who carry that same message within their own platform and raising our voices together to affect change.
Andrew: Yellow Peril is having another moment of recognition — would you consider them an influence?
Michelle: There is a famous photo of Yuri Kochiyama speaking into a speakerphone at a protest in 1963. (A similar time period as when Gidra was starting to form/starting to get recognition). During these times, we can see that more Asian Americans — both men and women — were starting to speak out; which was a pretty radical and bold move considering the fact that we are known to keep our heads down and remain silent. Kochiyama was one of the few minority women at the time to use her voice and affect change.
Just as Gidra was an inspiration behind UPRISERS, Kari Okubo — who spearheads our digital marketing and social media — has drawn inspiration from activists such as Kochiyama. The phrase “Yellow Peril supports Black Power” was used in the 1960’s which equates the sufferings of the Black and Asian communities that an oppressed group is supporting another oppressed group. The Yellow Peril is claimed to have another moment of recognition; however she believes that we are in a new generation that should be defined otherwise.
“I don’t necessarily agree with using “Yellow Peril” to talk about the Asian American community or the phrase “Yellow Peril supports Black Power” when talking about solidarity in the context of today’s Black Lives Matter movement. “Yellow Peril” is what people called Asians in the 1800’s which spotlighted them as an existential danger and threat to the western world which eventually led to the Chinese Exclusion Act of 1882. However, in today’s context, that is simply not the case. Rather than comparing our struggles, we need to be rallying behind the Black community and centering Black voices. Black Lives Matter is what we need to be saying right now.”
— Kari Okubo, Digital Marketing Director for WEAREUPRISERS, Freelance Social Media Strategist based in Los Angeles, CA.
Andrew: The start of your #HateIsAVirus Campaign focused primarily on discrimination and hate crimes against various Asian-American communities. What were you hoping to achieve with this movement and has the outcome surprised you in any way?
Michelle: My co-founder said:
“Most of our friends and family felt that the biggest threat to them wasn’t the COVID-19 but the hate and xenopedia that was raging on against the Asian community. Instead of being a bystander, our campaign was created to solve the inherent danger we felt by rallying behind a cause where we knew we can at least be the voice of our community and do our best to address the anxiety we felt within the Asian communities.”
—Tammy Cho, Co-Founder of #HATEISAVIRUS / CEO of BetterBrave
So we created #HATEISAVIRUS with three primary campaign goals. First, to spread awareness of hate and racism against the Asian American community, not just within our own circles, but to communities beyond. Second, to educate and equip our community with tactical strategies on how to respond to the hate and racism that they witness and/or experience. Lastly, to raise $1 million in funding for small businesses that have been impacted by COVID-19.
One of the most inspiring outcomes of this experience has been witnessing our community transform our campaign into a movement. Thousands of community leaders, advocates, organizers, and artists have joined our movement. They’ve spread the word and our educational resources, extending our reach to over 15 million impressions and counting. Although it wasn’t our initial goal, we now are an official non-profit.
Andrew: Your work seems influenced by high-end fashion, streetwear, and the aesthetics of protest — is that a fair assessment? How do you balance competing elements in the design of your products?
Michelle: My work today is influenced by streetwear culture where it has given power to popular culture surrounding art, music, and fashion. Designers like Dapper Dan to influential artists abroad like Hiroshi Fujiawara and Nigo popularized hip-hop and its style in Japan in the early 80s. As a 3rd generation Japanese American, I was largely influenced by my culture. Seeing old Japanese fashion magazines from the 80’s and 90’s is where I got my first introduction to various fashion styles from street, sporty, and prep.
Although high-end fashion, streetwear, and the aesthetics of protest are traditionally considered to be in its own category, I believe we are entering into a new generation of expression. What feels like a revolution; an Uprising. While still respecting and honoring the origins of where streetwear came from, I tell stories and create conversations surrounding activism designs. As I always say to my team, ”What you wear is what you represent.”
We just released a new video within UPRISERS’s Did You Know? series that traces back to the origins of streetwear and how streetwear and art are used to define culture and create conversations.
Andrew: You recently have made public statements to show your support for Black Lives Matter and against police brutality towards blacks. Asian American creative communities have sometimes had a fraught relationship with the black creative community. Do you have any thoughts on how your work is trying to heal that gap?
Michelle: I believe both groups have a similar mission, which is to stand up against the systems of injustice and inequality. Racism in America affects Blacks, Latinx, Asian, and Native communities differently, in ways that sometimes turn us against each other. Different forms of hatred displayed by an individual or groups can be instigated by any race but all fall under the same underlying issue of systematic oppression. As the #HATEISAVIRUS team puts it, this is what ultimately causes such racial tensions.
Our job during these times is to take a step back, identify the problem, educate ourselves, and listen to trusted, experienced Black voices.
Andrew: Do you want to give a shout out to any other creatives in Los Angeles, who you feel are making an impact but are not getting the support or recognition they deserve?
Michelle: There are so many amazing creatives in this world. It’s hard to just name a few; let alone just in Los Angeles.
Andrew: Many designers are curious (even stumped) how to use their skills to engage with social activism today. Do you have any recommendations for them?
Michelle: Spend ample time to learn, listen, and grow from the community leaders before taking any immediate action. By listening to their needs, it helps amplify their voice rather than overpower them.
A few recommendations that I can suggest for designers:
- Already established organizations always need help with developing new infographics and social media content. Good design / good content can go a long way and we’ve seen this type of content to be effective because of it’s shareability and engagement. Reach out and help them build informative graphics!
- Activism work in the context of online presence isn’t for everyone but that doesn’t mean you can be silent either. There are many ways that you can continue to show up and stand in solidarity. Educating yourself, finding resources to better understand what we’re fighting for in the first place allows you to be in a better position when talking to your peers or family members. You can donate to causes if you have the means to, and if not, there are ways to donate your time and art.
- Lastly, art and design can have lasting impressions and I believe that is one step towards affecting real change. Don’t be afraid to DM, email, connect within your network or community activists to figure out best ways to contribute your work or collaborate on new campaign initiatives. I guarantee that if you put in the time to reach out to at least 10 organizations and/or individuals, you will get at least one response; and that’s the only “yes” you need to get your start in social activism work.
One really great example is our team member and now Creative Director for #HATEISAVIRUS, Angela EunSung Kim. A few weeks into our campaign, we were starting to think of ways we can develop virtual facemasks with our logo so that people can participate in the movement. I woke up one morning with an email from Angela in NYC; sharing that she created a Hate Is A Virus IG Facemask Filter. Take advantage of the digital platforms; connect and be proactive; but please remember what we’re fighting for and why we’re here in the first place. Center the voices and information of trusted activist leaders.
Andrew: Can you share any wip projects or collaborations?
Michelle: As a brand who has relied heavily on in-person events and activations; we have had to quickly pivot to a 100% virtual world. I’ve had much time to think and reflect over the last few months and I still stand strong (even more strongly now) on delivering impactful collections that inspire change. We will continue to amplify voices, develop our own collections and collaborate with like-minded individuals and brands who are not afraid of social change. I’m excited to also share that UPRISERS will be releasing our collection with some retail brands later this year.
UPRISERS is also an official partner of the 2020 Census. According to the 2020 Census Report, 78% of AANHPI individuals are unfamiliar with the 2020 census. As a community minded fashion brand, we are rolling out an influencer and virtual events campaign focusing on the importance of participating and being counted.
Stay tuned with our upcoming projects by following us on IG @weareuprisers__ and subscribing to our e-blasts: weareuprisers.com
Andrew: How can our readers and community become more involved in #HateIsAVirus?
Michelle: Please visit our website: https://www.hateisavirus.world/take-action to learn more about different ways you can take action.
Andrew Kutchera is a Senior Lecturer at USC’s Roski School of Art and Design, a freelance graphic designer, and a professional tarot reader. He is also an AIGA LA Board Director for the Diversity, Equity, and Inclusion team.
RELATED LINKS
WEAREUPRISERS Resources:
Founder’s IG: https://www.instagram.com/mkhanabusa/?hl=en
Uprisers IG: https://www.instagram.com/weareuprisers__/?hl=en
Shop | 100% of profits are going back to Black creatives and LGBTQIA+ communities: https://weareuprisers.com/collections/uprisers-support-blm
#HATEISAVIRUS Instagram:
HIAV IG: https://www.instagram.com/hateisavirus_/?hl=en
Website: https://www.hateisavirus.world/faq
Shop | #HATEISAVIRUS Collection: https://weareuprisers.com/pages/hate-is-a-virus
Other Resources:
https://weareuprisers.com/pages/hate-is-a-virus
https://weareuprisers.com/blogs/rise-stories/a-message-from-the-uprisers-team
https://www.hateisavirus.world/faq
https://www.businessinsider.com/mask-attack-covid19-racism-virus-hateisavirus-2020-4
https://www.shedidthat.network/blog/michelle-hanabusa-the-creative-director-who-started-an-uprising
https://www.asianjournal.com/magazines/mdwk-magazine/magandangmorenx-how-asia-jackson-is-igniting-a-mission-to-end-colorism-and-challenge-filipino-beauty-standards/
