THE HEADLINES
Fashion Design and Product Launch: Reinventing classic menswear staples through an architectural design lens.
CLIENT
INFLUENCES
Ashley Book of Knots, shipbuilding, seafaring cultures, Japanese workwear textiles, flyfishing, origami, architecture
THE WORK
PRODUCT DESIGN
BRANDING
PHOTOGRAPHY
SOURCING
WEB DESIGN
PROMOTION
The Muse
NATURE: Fancy AF.
The aim is to explore the ornate possibilities of decoration for the masculine wardrobe.
We draw inspiration from the extravagant flourishes of male species in the wild. The curated mating displays of the bower bird; the ultraviolet markings of jumping spiders; a lizard’s bulging neon neck flap that allows it to sing love songs and defend its territory.
Fun fact: This appendage, the dewlap, was the inspiration for rethinking the typical two-dimensional canvas of a necktie as three dimensions for our original launch collection.
INITIAL LAUNCH
The Preview Collection
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THE PROCESS
Knot even...
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BRANDING
Drawing from the Ashely Book of Knots diagram styles, the brand logo incorporates the namesake knot into the company monogram. A Baskerville-style serif font face conjures up images of classic letterpress typesetter’s workstation.
PACKAGING
The color palette was influenced by antique coastal charts and lithograph maps with their warm pages and washed-out watercolor inks in ocean hues. The packaging was lined with map images and tied with a knot that would do Clifford proud.