DRKE’s Post

INTENTIONAL BUSINESS DESIGN -- In a world of mass consumption where scale and frequency are often prioritized over quality and good design, the Houdini philosophy, of both product and business, becomes something radically different. The Houdini Designers Checklist: • Is it versatile enough? • Will it age with beauty? • Nothing added that isn’t needed, right? • Will it be easy to repair? • Is it durable enough for our rental program? • Do we have an ”end-of-life” solution? The term “sustainability” gets bandied about abusively, with many companies trying to retro-fit it as a core part of their brand story. Arriving late and inauthenticly to the conversation, with nothing new or productive to add to the movement. Houdini Sportswear however, is a strong example of a brand that truly incorporates sustainability concepts -- and more importantly -- sustainability practices into its business model and product creation lifecycle. And it has been doing so since day one. The apparel and outerwear brand got its start in 1993 in Stockholm, Sweden and is a women-led company formed from a shared idea among friends to create clothing that wouldn't harm the planet. >> Living Large With Less << At the end of 2016 Houdini leadership finalized a roadmap for their journey ahead. The final details to the plan, including some big, hairy and audacious goals, were co-created by the Houdini team and a selected few inspiring dreamers, thought-leaders and change-makers in the beautiful nature reserve Nordmarka, just outside Oslo. This roadmap sets its goals against the background of 2066, thinking multi-decade, and multi-generationally. Honorable. Beautiful. Humanistic. You can dive into it here: https://lnkd.in/d-XwdQDV Hats off to Houdini and eva karlsson for matching ambition with action, vision with art and science, business with nature. 🚀

For the past two weeks we have been working on a new brand signet for our client OH OH OM ethical sportswear. We know there are a lot of designers out there that offer full brand designs finished within this timeframe. And yes, we could have provided a quicker outcome, but we didn’t want to! Because … 1️⃣ Coming up with unique visual ideas takes time! I need to be in the right mindset and vibe to start. Sometimes I don’t feel able to draw something all day, but at 4 PM the intuition strikes and I can’t stop until late at night. This includes, sometimes, hours of useless drafts, until I find the one I want to elaborate further. 2️⃣ We like to let designs sit for a while. I personally prefer to work on a version and then come back to it with a fresh perspective. In the meantime I have time to do something completely different, or let other inspirations arise. Our eyes often get accustomed to the shapes and styles we look at all day, but with a bit of detachment we can see more clearly again and register nuances that we’d like to adjust further. 3️⃣ I don’t want to get stressed about having to deliver in the shortest time possible. It feels way more harmonious for my nervous system if I am allowed to breathe, take a walk, or have a slow morning, before I devote a few hours of my day for the specific project. Slow and mindful design for the win. We’re not machines! 4️⃣ Sometimes I like to ask colleagues for some feedback. It can be very helpful to have another pair of creative eyes look at a design and then hear what they think about it. Of course, this needs some extra time in between. 5️⃣ When the concepts are ready for the first presentation, we want to have some time at our hands to create mockups, layouts, and a visual and verbal explanation of how we got to the results. It’s essential to us that the client will be able to interpret the designs like we intended and understands what thought process went into it. → In the video you can see multiple explorations of the creation of the first round of concepts for this ethical sportswear brand. I always joke that brand signets are the championship of brand design, but it is kind of true. There are so many things to consider and to try out—how does the design appear in small vs. large size? Is it distinct and special enough? Is it minimal enough? Does it transport the brand’s values? What does it depict? Does it have a real signet character? Does it feel aligned to the rest of the brand elements? → Interested in our process? Let’s work on *your* brand together! ● #AestheticSensitivity #Branding #LogoDesign

The outdoor community has many circularity stars; we are privileged to work with one of the brightest 👉Houdini Sportswear and CEO eva karlsson. Eva’s secret sauce: 🧥 A steadfast design checklist based on this philosophy, “We don’t consume materials. We simply borrow them.” ✅Does this product deserve to exist? ✅Will it last long enough? ✅Is it versatile enough? ✅Will it age with beauty? ✅Nothing added that isn’t needed, right? ✅Is it fit for sharing, reparing, remaking and reselling? ✅Does it have a next-life-solution? 🌏 87% of the brand’s styles are designed for circularity, meaning products are part of a closed-loop system ♻️Consumers often wear Houdini products more than 1,000 times. “Designing for circularity means designing for longevity, so that customers really fall in love with it, and stay in love with it, and then we help them with repairs.” ↗️ No wonder the brand is seeing double digit growth in the U.S. ⭐️ Bonus points: If you are in Stockholm, visit the Houdini Circle store, the only venue in the world where consumers have the choice of rental, repair, subscription, trade-in and pre-loved apparel offering 🇬🇧 Or if you are in London on March 6, you can hear Eva speak at the The Economist Sustainability Week Business Design Centre Thank you Bart Schaneman and the The Daily by Outdoor Retailer for your interest. #livelargewithless #circulareconomy #circularity #designchoices

Ralph Lauren’s Brand Architecture Challenges Ralph Lauren, long associated with luxury and classic American style, faces significant challenges in its brand architecture. Over time, the brand has developed a diverse portfolio of sub-brands catering to various market segments, ranging from high-end luxury to more mass-market fashion. However, this expansion has created issues of brand fragmentation, inconsistency in perceived value, and a departure from the core essence that made Ralph Lauren iconic. A key issue lies in the disconnect between the main brand and certain sub-brands, such as RLX, Ralph Lauren’s high-performance sportswear line. While RLX represents innovation, it deviates from the brand’s timeless elegance, introducing a utilitarian style that conflicts with the preppy sophistication Ralph Lauren is known for. This creates confusion among consumers, who may struggle to see how RLX fits into the broader brand narrative. Is Ralph Lauren a luxury lifestyle brand or a sportswear contender? The lack of clarity dilutes the cohesive identity the brand once had. In addition, there are inconsistencies in the perceived value across Ralph Lauren’s sub-brands. For example, the premium Purple Label line stands in stark contrast to the more accessible Lauren Ralph Lauren, often found in department stores. These value disparities weaken the brand’s exclusivity and create confusion for customers, eroding the luxury appeal Ralph Lauren worked so hard to establish. Another challenge is that some of the sub-brands fail to communicate a clear identity. While the mother brand is synonymous with elegance and refinement, sub-brands like RLX and Polo Sport leave consumers unsure of their purpose. This ambiguity fragments the brand, further complicating its message and leaving the audience uncertain about what Ralph Lauren truly represents today.

As a designer, I've always believed in the power of marrying style with substance, and nowhere is this more evident than in the realm of performance sportswear. 💪 I'm thrilled to share my love for merging fashion design with high-performance functionality to create products that not only look stunning but also serve a clear purpose. 🎨➕🏃♀️ Here's why I'm so passionate about this fusion: ✴ Elevating Aesthetics: Fashion is an expression of individuality and personality. By infusing performance sportswear with elements of fashion design, we elevate the aesthetic appeal of athletic wear, making it more than just functional attire but a statement of style in its own right. ✴ Enhancing Performance: Functionality is key in sportswear. Through thoughtful design and innovative materials, we can enhance athletes' performance by providing them with garments that support movement, regulate temperature, and offer comfort without sacrificing style. ✴ Inspiring Confidence: When you look good, you feel good – and this holds true whether you're on the runway or on the track. By creating beautifully crafted sportswear, I aim to empower individuals to feel confident and powerful in their athletic pursuits. ✴ Fostering Innovation: The intersection of fashion and performance sportswear is a breeding ground for innovation. By constantly pushing the boundaries of design and technology, we can develop products that not only meet but exceed the needs of athletes and fashion enthusiasts alike. ✴ Promoting Sustainability: Fashion has a significant environmental footprint, and by incorporating sustainable practices into our design process, we can contribute to a more eco-conscious industry. From using recycled materials to reducing waste, there are endless possibilities for creating fashion-forward sportswear with a smaller environmental impact. In essence, merging fashion design with performance sportswear allows us to create products that are not only beautiful but also functional, purposeful, and capable of inspiring positive change. I'm excited to continue exploring this dynamic intersection and to see where it takes us next! ✨💼 #FashionMeetsFunction #PerformanceSportswear #InnovationInDesign #freelancedesigner #sportsweardesigner

Zeitgeist is the perfect place for your fashion brand! ➡️ https://lnkd.in/d5f_nQP7 Contemporary outdoor, tenniscore, basketball, or running: no matter which sports-inspired lifestyle is currently at the forefront of fashion, it is clear that sports and outdoor activities are in tune with the times. ISPO Munich wants to show just how versatile and inspiring this unstoppable fusion of fashion and sport is at the curated special area Zeitgeist by ISPO 2024 Edition. Leading brands such as VEJA, Amundsen Sports, Haglöfs and Bellroy have already signed up for 2024. Additionally, popular brands from 2023 like Quartz Co., Sandqvist Bags and Items, We Norwegians, Varsity Headwear, and Snowpeak are returning, making it a must-attend event. Here are the 8 best reasons for your participation: ➡️ Winning new retail partners: Nowhere else can you make as many new contacts in just a few days as at a trade show. Buyers from many large, trend-oriented stores appreciate this time-saving service. ➡️ Offering a response to market changes: Develop a feeling for the future and see where the market is heading. Discover which trends to keep an eye on and which new brands, target groups, or forms of presentation could suit your business. ➡️ Finding an international audience: Present yourself to a new, international audience in the ever-growing sports fashion market. ➡️ Curated area guarantees full effect: Zeitgeist by ISPO 2024 Edition brings together brands leading the movement of integrating fashion and sports in a uniformly designed area. ➡️ No need for your own exhibition stand: The Zeitgeist by ISPO Area consists of uniformly designed, ready-made booths in various sizes, requiring no additional installations. ➡️ Attractive environment with a community feel: Feel comfortable among like-minded pioneering brands. This community feeling arises naturally and is mutually reinforcing. ➡️ Good neighborhood with Highsnobiety: Benefit from the synergies with the fashion and lifestyle blog Highsnobiety, which is located in the direct vicinity of the Zeitgeist by ISPO Area. ➡️ Complete pricing guarantees cost control: Zeitgeist by ISPO 2024 Edition offers exhibitors complete price packages that cover all essential amenities and services, removing many hurdles so you can present your collection stress-free. The recent crises and challenges have affected consumers, brands, retailers, and trade show organizers across the board. Nevertheless, new opportunities have emerged. The sports and outdoor market has demonstrated exceptional resilience, as these activities remain a vital source of inspiration and strength for people. 📅 Event Date: December 03-05, 2024 📍Location: ISPO Munich 2024, Messe München #ZeitgeistbyISPO #FashionMeetsSport #SportsFashion #FashionInnovation #OutdoorTrends #ISPOMunich2024 #ISPO #TradeShow #acceleratingsports #LoveEveryContact

🚀 𝗦𝘁𝗲𝗮𝗹 𝗠𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗳𝗼𝗿 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗦𝘁𝗮𝗻𝗱𝗼𝘂𝘁 𝗔𝗽𝗽𝗮𝗿𝗲𝗹! 🚀 As the owner of Houston Apparel Co., I’ve spent years honing my approach to creating custom apparel that people love. Whether you're a business looking for branded merch or a sports team needing that perfect game-day gear, 𝗵𝗲𝗿𝗲’𝘀 𝗺𝘆 𝘁𝗿𝗶𝗲𝗱-𝗮𝗻𝗱-𝘁𝗿𝘂𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗳𝗼𝗿 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮𝗽𝗽𝗮𝗿𝗲𝗹 𝘁𝗵𝗮𝘁 𝘀𝘁𝗮𝗻𝗱𝘀 𝗼𝘂𝘁: 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗲 𝗤𝘂𝗮𝗹𝗶𝘁𝘆: Start with premium materials that feel good and last long. A great design on a subpar fabric won’t make the cut! 𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: Understand who you’re designing for. The more you know about your audience's style and preferences, the better you can create something they'll actually wear. 🔨 𝗡𝗮𝗶𝗹 𝘁𝗵𝗲 𝗗𝗲𝘀𝗶𝗴𝗻: Design is everything. Focus on clean, eye-catching graphics that tell a story. Less is often more! 🧪 𝗘𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗧𝗿𝗲𝗻𝗱𝘀: From bold colors to unique prints, don’t be afraid to step out of the box. Trends can elevate your designs and keep your offerings fresh. 🌟 𝗔𝗱𝗱 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗧𝗼𝘂𝗰𝗵𝗲𝘀: Incorporate custom elements like patches, embroidery, or unique cuts to make your apparel truly one-of-a-kind. 🗣️ 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸: Listen to your customers and evolve. The best ideas often come straight from the people who wear your products! 🔷 𝗕𝗲 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁: Stay true to your brand’s style and message. Consistency builds recognition and keeps customers coming back. Creating standout apparel isn’t just about the look—𝗶𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗶𝗻𝗴 𝗾𝘂𝗮𝗹𝗶𝘁𝘆, 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀, 𝗮𝗻𝗱 𝗺𝗮𝗸𝗶𝗻𝗴 𝗽𝗲𝗼𝗽𝗹𝗲 𝗳𝗲𝗲𝗹 𝗴𝗿𝗲𝗮𝘁 𝗶𝗻 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝘄𝗲𝗮𝗿. 💯 Got questions or 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗰𝗼𝗹𝗹𝗮𝗯? Let’s connect and make your apparel vision a reality! 🎉

🚀 Transforming Sportswear with Innovation and Style! I’m thrilled to share our latest project at 8PEACH Creative Agency – a cutting-edge commercial presentation design for an innovative sportswear brand. This brand is all about bold ideas and revolutionary materials, and our task was to bring that vision to life in a presentation that stands out. 🔍 Project Overview: We developed a presentation that not only informs but also inspires. Our design emphasizes the unique production techniques and the innovative materials used, showcasing their advantages and appeal. The primary goal was to convey the brand's commercial potential and attract partners and investors. 🌟 Key Highlights: 1️⃣ Innovative Design: Bold visuals and dynamic layouts that captivate the audience. 2️⃣ Technological Edge: Highlighting the unique technologies and materials that set this brand apart. 3️⃣ Investor Appeal: A compelling narrative that showcases the brand's market potential and growth opportunities. This presentation is more than just slides; it's a powerful tool that helps our client attract new customers and strengthen their market position. We’re proud to have delivered a product that combines style, brightness, and professionalism. Check out the sneak peek of the presentation below and see how we can transform bold ideas into captivating visuals! 📈 Let's connect and explore how we can bring your vision to life and drive your brand’s success! #Branding #Sportswear #Innovation #CreativeDesign #PresentationDesign #BusinessGrowth #8PEACH #Marketing #Investors #ClientSuccess #Marketing #Fashion #Design #GraphicDesign #SportsFashion #Athleisure #TechWear #FashionInnovation #BrandIdentity #CreativeMarketing #VisualStorytelling #DesignInspiration #DigitalDesign #FashionDesign #Startup

🚀 Dreaming of launching your own clothing brand? Spoiler alert: it’s more than just sketching designs on napkins! 🎨🧵 Here’s how to start your fashion empire in 14 steps—no MBA required! 😜 1️⃣ Master Your Craft: No one's asking you to be the next Virgil Abloh overnight, but learning design, tailoring, and pattern-making can give you a killer edge. Just ask Marc Jacobs. 🎓 2️⃣ Business Plan? Yep, You Need One: Think of it as your brand's GPS. Even Reformation started with a clear roadmap (and a $1.1M seed fund 👀). 3️⃣ Stay Trendy, But Stay You: Trend-chasing is fun, but staying true to your brand is where the magic happens. Gucci nailed it with their modern-meets-classic vibe. ✨ 4️⃣ Brand Identity Is Everything: Patagonia built a brand around sustainability. What’s your story? 🏔️ 5️⃣ Sketch, Sample, Repeat: Remember Ralph Lauren started with ties. Your next big idea could be just one sketch away! ✏️ 6️⃣ Source Like a Pro: Everlane sources ethically and transparently. It’s not just about the fabric; it’s about the story behind it. 🌱 7️⃣ Production Decisions Matter: In-house vs. outsourcing? Quality control is key—just ask Allbirds about their sustainable shoe journey. 👟 8️⃣ Price It Right: Zara's competitive pricing strategy keeps it relevant. Make sure your prices reflect your brand’s value and market. 💰 9️⃣ Plan Around Seasons: H&M stays ahead by planning collections in advance. Don’t get left behind! 🕰️ 🔟 Pitch to Retailers: TOMS hit it big with Nordstrom. Know what retailers want, and show them why they need your line! 🛍️ 1️⃣1️⃣ Go Digital: Gymshark grew into a billion-dollar brand through its online store. If you’re not online, are you even in the game? 💻 1️⃣2️⃣ Market Like a Pro: Fashion Nova went viral on Instagram for a reason. Social media is your BFF in the marketing world. 📱 1️⃣3️⃣ Don’t Forget Brick-and-Mortar: Warby Parker nailed the online-to-store transition. Your brand could too! 🏪 1️⃣4️⃣ Learn from the Best: Supreme thrives by staying connected with its community. Find a mentor, network, and never stop learning. 🧠 The fashion world isn’t for the faint of heart, but with persistence, creativity, and these 14 steps, you’re on your way to building the next big thing in fashion. 🎉 Ready to start your journey? Let’s connect, share stories, and maybe even collaborate! 👇 #FashionBrand #Entrepreneurship #StartupTips #FashionIndustry #BusinessStrategy #SustainableFashion

How do you signal a reboot? You find a way back to your roots. FILA is a special brand. A unique sportswear aesthetic that is easy to picture in the mind's eye. It was one of the first brands to embrace (or at least discover) the powerful symbiotic relationship between fashion and sport. Yet Fila always felt more than sportswear; it was an Italian way of doing sportswear. 'Sprezzatura' in a tracksuit top. That magic has kept it if not top of mind, then at the least beloved for decades. It's also felt wildly inconsistent, chasing trends or riding the coattails of one-off product hits. A fragmented licensing structure reinforced a disjointed brand identity from market to market. There were lots of tactics, but the center felt diffuse. Thankfully, a new campaign is signaling change. In London, strange, minimal posters kept attracting my eye. Reductive imagery of the countryside and hills—blink, and you'll miss the people running or climbing. The iconic F-Box logo does the talking. Something about it felt new—compelling if not radical. It was the first campaign from Palace Skateboards Creative Director Lev Tanju (having taken the brand's reins through FILA+). The sideways but distinctive approach made all the more sense. Grounding Fila back into the spirit of Pierluigi Rolando (FILA's creative director from the early 1970s), the reductive images are, in fact, the colors of Italy, lensed by Ryan McGinley. Rich, evocative photos without veering into cliche or spelling it out. An anti-'Peroni-fication' of Italy. An idea of where sportswear can take you. While it's 'only' a campaign, these moments can have a real impact because they signal change. In choosing to be reductive, Fila demonstrates the value of going back to the start to define the parameters of a brand refresh and how that first moment must be a statement of intent. Not just a statement of fact. This approach was elemental to Esprit's reboot and, like Fila, gives the brand an anchor from which to build. Clearing out the clutter creates room for the brand to breathe and for new and old customers to reassess, and reset a perception of the brand, that starts to operate as a guidebook for the future. This step is critical from a brand-building perspective. In eschewing 'the big reveal,' A fragmented brand becomes whole through building blocks, not just blockbusters. While that path back to consistency isn't easy and certainly isn't a shortcut to immediate growth, in a volatile and hyper-competitive sportswear and fashion market, getting back to the spirit of Sprezzatura and making Fila synonymous with that feeling is as good as starting at you can make. It creates difference and intrigue and lures you into the brand story. Clarity and confidence help align markets, tactics, and ideas under one sentiment, which is critical to long-term growth. I'm very interested in seeing where Luca Bertolino and the Fila team take this thought. See the rest of the campaign in the comments.