Menswear branded in camouflage hues

OLIVE & KHAKI

Brief

Our challenge was to conceptualise, design and develop a new menswear collection targeting premium retailers and high-end boutiques. We were asked to consider a target consumer that appreciated crafted clothing with a compelling back-story; something desirable and aspirational with a strong DNA and unique design language. The brand identity and collection was to be commercially viable but maintain a tailored sensibility, paying close attention to premium fabrics, tailored fit and quality trims.

Approach

At the heart of every good story is an character with depth and intrigue. In collaboration with John Esguerra of Quality Peoples, we developed a narrative about a man compelled to make it, urged on by wanderlust, to the darkest and most unlikely corners of the world to shine light on the human condition. He recorded his stories of espionage and adventure through drawings, photos and notes he entered into his weather beaten journal; a memoir holding the stories, secrets and souls of those he encountered on his expeditions.

Result

The OLIVE & KHAKI brand identity and spring-summer collection perfectly captures the essence of the narrative by using the colours of camouflage to convey our hero's chameleonic nature. The collection takes cues from the organic textures, colours and fauna of arid desert landscapes, appealing to both the traveling anthropologist and modern city dweller. Fabrics are treated with natural dyes, carefully constructed into modern tailored garments with sweeps of eccentricity; a rich and bountiful collection like the pages of his journal.

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