When fashion retailer Republic developed their own in-house range of surf and skate inspired clothing, they asked us to create a complete clothing brand that would have the same stature as established household names.
We took our cues from San Diego and American West Coast culture, capturing life ‘2 streets back from the beach’, where urban skaters hang out in skate parks and graffiti covers the concrete walls. We refined a marque inspired by sun and surf, its simplicity proving crucial to the brand’s success. It could be used solus or with the logotype, so it was enormously flexible. Alongside this device, we developed weathered labelling, a vibrant Californian colour palette and a range of premium packaging, including card tubes for their underwear.