CASE STUDY

DROPS = 2

Based in NYC.

Introduction:

This case study documents the ongoing evolution of the brand, showcasing the thought process behind each release. As new pieces drop, this space will be updated with insights into the design, creative direction, and execution.

2023/2024:

Concept and Direction:

Create well-fitting clothing with a personal touch - but with no obvious branding across the chest/back. As a wearer, wearing a brand/person's name/logo as an effective advertisement without having any sort of meaning felt impersonal and detached from having a meaningful connection with the garment.
Lean into Indian/Asian-inspired design aesthetics - in this case, the "paisley" print and its intricate design throughout various design applications.
Hand-write the logo design (brand name) and embroider the brand name across the bottom side of the first garment (t-shirt (easiest first item to produce)). The design should be immediately perceived as some sort of Indian/Asian writing, but not super easy to read. The reader should have to take a closer look to see that it is English writing, and in this case, the brand name.
- Choose to have the design be on the bottom left side of the garment - since this is a U.S.A based brand, people tend to walk on the right side, so perhaps the wearer's design will be visible when walking by others.

Process and Development:

Hand write many different possibilities for the mainline logo/brand name. The Samarkan font was initially considered for the first release, but deciding to go with a hand-written design proved to be a great choice in order to maintain absolute uniqueness and to achieve an exact desired outcome.
After deciding on a logo that fit the bill, start the first round of sampling. The t-shirt should:
- have a collar that is tight to the neckline.
- be "oversized" through the sleeve and "boxy" fit through the shoulders.
- be a middle-weight, 100% cotton to be suitable and comfortable for varying temperatures.
- have logo embroidery for a premium feel.
Different samples were ordered from 2 factories, and the best fit and feel was with a 100% cotton, 220gsm t-shirt with logo embroidery.
A "bulk" order of 50 t-shirts was made to try and distribute/sell to friends and family.

Outcome and Reflection:

The brand was created to provide the wearer with a custom, individual garment. By definition, there should be no bulk orders made with the same design. Going forward, each garment within a release should have a unique design on it - specific to the wearer (generally their first name).
The fit of the garment should also always be complementary to existing fashion standards in a tasteful way, but with specific changes made as needed to enhance wearability across demographics.

2025 (H1):

Concept and Direction:

Still create well-fitting clothing with a personal touch - but hand-write the logo design specific to each individual wearer. Generally, the design will be the first name of the wearer, but this can be specified to the wearer at the time of order.
Keeping the releases simple for now - decided on doing a hoodie for the first official release. No new design direction added here, just keeping the design limited to embroidery on the bottom side.

Process and Development:

Start the sampling for the hoodies. The hoodie should:
- have a "dropped-shoulder" - the seam should fall onto the upper arm of the wearer instead of on top of the shoulder.
- not have a drawstring. Creates a better aesthetic (arguably at the expense of some functionality).
Finalize samples (multiple sizes) after running through a standard dryer and observing the shrinkage.
Garment photos loading...

Outcome and Reflection: