The only everyone around you seems to talk about is brand-name apparel. The hype is around the name stitched on your chest or the logo embossed on your sneakers. You, in your adolescence, would love to join these conversations, but your only option is to wear what’s affordable, not popular. As you scroll through your social media feed, something grabs your attention. Now, you are in awe of what you’ve discovered.
Branding
Sneaker Design
Illustration
Fashion for many teens and young adults in America can be just as crucial as their core necessities. Their sense of style is often a personality builder and identity definer. Unfortunately, most of the fashion brands that are popular among this age group come at a high price. What if a clothing brand, growing in popularity, wasn’t out of reach? And what if they partnered with a household name to create something special for those young people?
In an exercise in apparel design, I developed three sneaker designs for a conceptual collaboration between Nike and the fictional streetwear brand, Elevate. This collaboration would target teens and young adults in select cities around the country.
I began this two-phase process by examining streetwear brands to get a feel for the culture. I considered the homegrown nature of streetwear brands in my approach to the visuals, centering them around creating a look that felt very familiar to this age group.
I began this two-phase process by examining streetwear brands to get a feel for the culture. I considered the homegrown nature of streetwear brands in my approach to the visuals, centering them around creating a look that felt very familiar to this age group.
The second phase was where the brand concept would come into play. I needed to create something refreshing and appealing to the senses while keeping the brand aesthetic in mind. The style I landed on took inspiration from iconic Hip-Hop elements and doodles you would likely find in the back of a student notebook.
The second phase was where the brand concept would come into play. I needed to create something refreshing and appealing to the senses while keeping the brand aesthetic in mind. The style I landed on took inspiration from iconic Hip-Hop elements and doodles you would likely find in the back of a student notebook.
My efforts culminated in The Odd Collection, which takes the idea of standing out from the crowd and celebrates it. Instead of looking to the trends for inspiration, I leaned away and took a more graphic-heavy approach. The personality-based aesthetic of the characters, coupled with the simplistic and memorable logo, creates an energetic piece that’s easily recognizable, even when distorted.
My efforts culminated in The Odd Collection, which takes the idea of standing out from the crowd and celebrates it. Instead of looking to the trends for inspiration, I leaned away and took a more graphic-heavy approach. The personality-based aesthetic of the characters, coupled with the simplistic and memorable logo, creates an energetic piece that’s easily recognizable, even when distorted.
Using simplified character styles and bold color tones strategically, The Odd Collection evokes emotion and flare while staying in its lane.
Using simplified character styles and bold color tones strategically, The Odd Collection evokes emotion and flare while staying in its lane.
