Client has described their brand and company culture as Zhang Fei – a famous general of Shu era in Ancient China. Described as fearless and always a leader.
Applying similar concept to fashion, we want something that’s always in the leading and fearless of trying new ideas. In this concept, the direction takes us to more of a sub culture.
For example, “Mastermind Japan” has done an excellent similar execution, targeting the hip, edgy and exclusive consumers. We see more and more of these brands popping up, especially in the hip hop world. It is very common for celebrities to own their clothing lines or endorse / be recognized as a fashion icon, by wearing those attires.