Menswear designed to disturb the peace

JUDGE & JURY

Brief

Manchester-based DENIM MERCHANTS have a long history of producing ethically grown cotton, weaving yarn and manufacturing high quality denim products in their vertically owned overseas facilities. When it was time to develop their own young menswear brand, they asked Proper to create a brand DNA, identity, values, tone of voice and creative brand strategy for JUDGE & JURY; enabling them to carve out a unique position within the UK young mens fashion market.

Approach

The JUDGE & JURY offices were located in the shadows of HM Prison Strangeways in Manchester, offering the brand the foundation to build a compelling brand narrative with an anti-establishment undertone. Themes of incarceration and freedom were clearly there for exploration, executed through the lens of a tough 'Northern' work ethic, giving the brand an authentic and powerful angle to engage a savvy, young male audience.

Result

JUDGE & JURY, launched in 2014, is a young mens 'breakout' brand that draws on it's denim heritage and is identified by a bold handcuff icon, a prison inspired graphic language and the provocative tagline 'Disturbing The Peace.' The denim heavy collections are inspired by classic workwear but directly target the confident, young British male. The latest range has been crafted with conviction and can be found online at House Of Fraser.

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