For my personal, self initiated project work, I decided to create an innovating new apparel brand, as it could combine my passion for illustration with my flair for recognition of fashion and apparel branding trends.
With no idea to as what area of apparel I would approach, I went into extensive research and idea generation that lasted weeks! My personal inclinations and existing apparel motifs led me to create a lifestyle brand that drew upon popular motifs, and juxtaposed them together, for a fresh and quirky brand concept that would drive my label forwards!
The idea behind it was to take the attractive, subtly retro, laid back cool of the Californian surf scene, seen in a lot of apparel branding, and then bring in the contemporary edge of the urban far east theme; for a quirky new surf brand that would set itself aside from the same-same branding of competitors.
I went through stupid amounts of name generation and reasonings behind it, but landed on 'Scattered Peaks' because as well as being a surf specific term descriptive wave form, it is also quite cryptic as it could connote the vast differences in cultural influence, or even some fictional idyllic location.
Here are some initial tee designs... I plan to fully realise and produce some tees for final show alongside swing tags and concept illustration on a skate deck!
I went for some classic varsity tees, with phrases which would convey the attractive brand values, and appeal to audiences through the personal attributes they subtly connote.