DUMA JEANS / Brand Identity

EN

DUMA JEANS is a brand that strongly opposes child labor and strives to impact both fashion and society positively. The brand strives to make a positive impact on both fashion and society. Its sustainability commitment is reflected in its responsibly sourced and conscientiously made jeans.

DUMA JEANS is also an expression of self-love, the cheetah represents a powerful metaphor for self-love and personal empowerment. DUMA JEANS are designed to enhance the self-confidence and self-esteem of the wearer, regardless of size.

DUMA JEANS es una marca que se opone firmemente al trabajo infantil y se esfuerza por tener un impacto positivo tanto en la moda como en la sociedad. Su compromiso con la sostenibilidad se refleja en cada uno de sus jeans, obtenidos de forma responsable y elaborados a conciencia.

DUMA JEANS también es una expresión de amor propio, el guepardo representa una poderosa metáfora de amor propio y empoderamiento personal. DUMA JEANS están diseñados para realzar la autoconfianza y la autoestima de quien los usa sin importar el size.

The brand's concept is the intention to affect positively the world regarding child labor, the environmental issues that exist around fast fashion, and the size inaccuracy in the clothing industry for women with different proportions and bodies that are not yet normalized.

The cool and confident cheetah, the character that represents the brand, is the representation of a powerful metaphor for self-love and personal empowerment. DUMA JEANS are designed to enhance the self-confidence and self-esteem of the wearer, regardless of size.

The brand's color palette was chosen to represent boldness and empowerment. With a super intense blue as its main color and a passionate cherry red as intense, and confident as a woman could be.