I created the action fashion brand Stupid Clothing whilst living in the mountains, to voice the same unifying attitude that runs through like-minded idiots around the planet, typified in the extreme sports of snow, surf, & skate.
At it’s core the brand lives by never taking life too seriously, wearing your heart on your sleeve; with a bold, confident lack of fear, to go headlong 100% into everything.
As well brokering a deal with ASOS, I designed the ecommerce site to maximise global reach as the brand’s success grew by word of mouth, in addition to cementing retailers in France and the UK.
To promote the brand on the ground in ski-resorts and surf comps we threw events and parties combined with pop-up stores. As a part of this promotion we also supported a young snow team and a crew of promising surfers, and female downhill mountain biker - all achieving podium, no doubt due to the burning essence of Stupid inside them each one always sporting a huge grin.
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.