Chuck's Lab Rebrand

Based in Portland, Chuck's Lab is a streetwear brand that prioritizes materials and experimentation in its designs. The brand is named after its founder, Chuck Ryan, who is known for his passion for exploring new fabrics, textures, and finishes.

Chuck came to me with a major problem: his website and branding were holding him back from placing himself in the luxury streetwear market, but he didn't want to lose the edge of experimentation that his clothes were bringing. He was also concerned with being able to use this branding not just for his fashion, but for art, interior design, marketing, and everything else he can get his hands on.

Though an ongoing collaboration, we worked on a lookbook and updated website styling that more closely resembles his future vision for his company. Playing with materials, we incorporated Chuck's obsession with experimentation to create a flexible branding that grows alongside Chuck in whatever multi-disciplinary endeavor he pursues.