Developing a collection of streetwear for adults

The client was about to merge with a Belgian company. The merger took place during the run-up to the world’s largest graphics fair, DRUPA. The client thus wanted to present a new and more contemporary profile. The assignment was to draw attention to the merger in a new clothing collection for staff. With subsidiaries and agents worldwide, the customer needed a solution catering for people of all shapes and sizes. Creating a design that would appeal to a host of countries, cultures and types of people was a challenging task, particularly as the client also wanted a streetwear collection.

This spurred us to develop a design inspired by the client’s vibrant, new identity and bold colours. A palette of strong, trendy colours was selected for the design and clothing details, which were incorporated into classic basic outfits that were at once eye-catching and low key. The result was an adult streetwear collection that had broad appeal without being commonplace.