ALL THE RAGE

S19 Urban Exploration Global Direction/Collection

2018

This is a glimpse into the direction/process and some of the thinking that set up the global design teams to ideate, concept, design, build and ultimately launch one of our strongest inline statement collections to date. Bold and commited with a grin.

“Authentically built. Outrageously styled.”

When retro-ing or evolving iconic design language and brand moments special care must be taken to protect the origin story and intent. At the same time, living in the past is a trap so metabolizing that memory and moment into a seed for new thoughts is essential for growth and relevance. Approaching this collection from contrasting yet linked perspectives (past/future) allowed us to honor the OG visual language and spirit of rebellious fun while also considering emerging ideas of protection and cultural deviations. 

Know your meme.

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 - Creative direction , Design direction
Design - Tessa Luken, Terez Havenzack (sorry if fucked your spelllings up ladies. You guys crushed it!)

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