Launched in 2015 as a clothing brand for the snow and surf market. We produced contemporary men's streetwear as a fusion of Alpes, Sea and Concrete, for a UK-centric sports-lifestyle customer. This was designed in tandem with its sister company Stupid Clothing which catered for the louder, younger more sporting customer base established 4 years earlier. Founded amongst the bold, wear-you-heart-on-your-sleeve community of riders in the French ski-resorts.

Strategy: - Brand creative direction, brand positioning, tone of voice and visual language. Event organisation, manufacturing & logistics, timelines & pricing.

Art Direction: - Seasonal concepts, photography styling, location & studio shoots, all printed matter - (lookbooks & stationary), fabric and colour forecasting, ecommerce design direction, marketing materials and social content.

Design: - Branding, apparel design, product development, garment graphics, web content and all printed output.