Breathing life into a new menswear brand
When Immigrant Records decided to expand their business into menswear we jumped on the dance floor to get involved. The initial brief was to establish a brand strategy, identity and DNA based on the companies reputation as a purveyor of underground music. Once established, the next task was to design and develop a clothing collection that channeled the vibrant culture that spawned it.
We tapped into the labels music catalogue and global events artwork to get under the skin of the brand. It was clear they had carved out a unique and consistent creative direction, inspired by the nomadic DJ lifestyle and it's often subversive underground culture. It was the authenticity within this culture that we planned to translate into their menswear DNA and product design language.
The final brand identity takes inspiration from vintage airline travel, fronted by a masked man, seemingly inhaling the intoxicating fumes of club culture, or is it oxygen? The typography is bold with a stencil aesthetic, backed up by a tagline that entices the customer to join the ride. The debut menswear collection is fusion of high end fashion and street wear for a modern young male who lives and breathes the vibrant culture of the underground.