Part 2/11:
The online commentary echoes these sentiments, with critics dubbing the brand with a mocking nickname, “As If”—a nod to its seemingly unremarkable and hurried nature. Critics suggest that the rebrand appears poorly executed, with some whispering that it’s simply not going to take off. Fashion and branding experts alike have pointed out that the store looks cheaply made and rushed, especially considering it was marketed as a limited-edition keepsake. The packaging, in particular, has drawn criticism for being flimsy and prone to damage—raising doubts about the product's longevity or perceived value.