There is a new streetwear label on the block: launched in December, Change of Heart is a New York-based brand that combines carefully designed looks with consciousness about where they come from. The label aims to bring luxury to the street level through creations that are both minimalist and original.

Conceptualized during the COVID-19 pandemic, Change of Heart’s goal is to make great streetwear designs available to a wider public while also being committed to bringing out creations in a way that is more respectful to the the people who make them and to the planet’s resources. The first drop featured 11 designs including washed-out t-shirts, hoodies and sweatpants with the “Change of Heart” logo, along with cargo camo-printed pants and shirts with a praying angel design superimposed by the words “Stronger Than Ever.” 

The brand was founded by entrepreneur Jesse Baer, co-founder of New York bar Common Ground. To help him with the endeavor, Baer tapped Travis Anderson, who has worked with Justin Bieber in the singer’s Drew House clothing line, and Joe Ferraro, another streetwear enthusiast. Entrepreneur Andy Stenzler, who co-founded Rumble Boxing, WME agent James Rubin, and fashion executive Ashley Calandra, formerly of Tom Ford, also joined the team.

“CHANGE OF HEART seeks to manifest the positive change our planet so desperately needs, while honoring the individual change we seek,” Baer wrote on Instagram in November, teasing the launch. “But most of all, it’s my love-letter to the kid that made me, and all the others like him- creating a new narrative in streetwear that is both aspirational AND attainable.”

Taking inspiration from the streets, Change of Heart also focuses on supporting urban communities through grassroots initiatives. The brand has partnered up with Los Angeles Community Fridges, an independent group that equips refrigerators and pantries with food and other supplies to people in need. 

Access the collection on ChangeHeart.com.