Motivation
I often found myself wanting some clothes of something I genuinly connect with, maybe a band, a project or a character. But somehow, nothing really captured what my fascination is about. Of course you can slap a logo on a plain shirt and if you look closely, it shows what thing you like. But it doesn't express, why you like it.
personality
Fashion is an expression of self, a visible part of your identity. Before you say a single word, people already form an impression of your character, your values, your passion and profession – basically your whole personality.
Picture a lively visited skatepark. I would be surprised if you envisioned these skaters wearing a suit and tie. Similarily, I don't expect you to imagine an office worker in baggy pants and a loose shirt. While these are obvious examples, the point is clear. These clothes just suit these specific people, it feels right. With clothing, we signal who we are or who we want to be.
Merchandise
Just like clothing expresses a person, merchandise expresses a brand. Your brand has its own personality, so profound you can't capure it with just the logo, a personality that resonates with your clients, consumers and fans – so much that they'll choose your merch to represent these shared values. It stops being merchandise and starts becoming part of someone's identity.
Expression
Designing fashion for a brand is a layered process. Fabric, fit, silhouette, color and motif: every choice takes part in the expression. Nothing is neutral, everything communicates. It translate every part of the brand's identity into something tangible and wearable.
I want to create clothing that people choose not because it's the only option or it looks nice, but because they want this piece to represent themselves. I want to create merch that feels like a connecting bridge between consumer and brand. I want to show my facets without looking like a blind fool.
