ALTERMANA is an independent apparel brand that combines contemporary streetwear, activewear, and RPG-inspired worldbuilding. The concept treats clothing as part of a personal “loadout,” allowing customers to express different identities, playstyles, and character classes through what they wear.

I defined ALTERMANA’s core concept, target audience, tone of voice, and market positioning. The brand was designed for people interested in gaming, anime, techwear, fitness, and modern internet culture.

I developed the central brand idea around RPG classes and equipment loadouts, creating a system that could expand across future products, campaigns, and collections.

The identity balances gaming references with a cleaner, more wearable fashion aesthetic, avoiding the feeling of traditional gaming merchandise.

I designed the initial apparel collection, including the Vanguard Active Tee and Sentinel Everyday Tee.

Each product was positioned as a different character class with its own purpose, personality, colour direction, and use case. I worked on the garment concepts, graphics, placement, colourways, product specifications, and overall collection consistency.

I designed the brand’s digital experience across its website and social platforms. This included the customer journey from discovering the brand through social content to understanding the class system, exploring products, and completing a purchase.

The main challenge was translating gaming culture into a fashion brand that felt authentic but remained accessible to people who may not immediately recognise every reference.

I addressed this by using gaming concepts as the underlying system rather than relying on obvious game imagery. Terms such as classes, loadouts, Vanguard, and Sentinel shaped the storytelling, while the products themselves remained wearable, contemporary, and functional.

ALTERMANA became a complete brand ecosystem rather than only a collection of apparel. The project established a scalable foundation covering brand strategy, visual identity, apparel design, e-commerce UX, content direction, and future collection development.