Clothes... the symbol of identity, expression, and status.

But behind the glamour, hype, and trends, the clothing industry is filled with filth, destruction, and misery. But it doesn't need to.

I committed to the ultimate challenge – create a brand that challenges all these dogmas with a truly purposeful existence. One, that challenges every aspect of itself.

On the brand core level - Why are fashion brands only producing marketing and advertisements, with fully outsourced production? Why is quantity more important than quality? How come the general public knows almost nothing about the clothing they wear as part of their identity?

On the brand identity level - In an ever-changing society, why should the logo be static? In pursuing a brighter, colorful future, why should a brand commit to only one or two colors?

On the brand interaction level - Is it possible to create a brand with no budget? How can I map out an ambitious strategy, that starts with a huge awareness step toward a better future?

Thousands of questions turned into hundreds of hours working on all aspects of the brand - the strategy, the core, the identity, the products, the channels, and more. At this stage, all by myself.