YEAR 03 // SEMeSTER 06
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RAW UNIT is a fictional sub-brand of G-star, developed in a group project during AMFI‘s Denim Minor.
The group consisted of me as the designer, a branding student and five management students. RAW UNIT offers progressive denim and performance-wear that enable you to do what you want, when you want, without compromising on style. By offering this, RAW Unit encourages living with an unlimited and open attitude. |
// CONCEPT COLLECTION
// TARGET GROUP
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THE INVINCIBLES
Male, Age 20+ The Invincibles are a group of bold, young men, who live in the moment and are open to taking risks to get what they want out of life. G-star is facing the problem that their loyal customer-base is aging and younger generations do not feel connected to the brand. RAW UNIT aims to reach a YOUNG TARGET GROUP, with a ‘Just do it!‘ attitude. True to their age, they are very active online and use internet as a way to project the best version of themselves or the person they aspire to be. |
// PROCESS PHASE
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// BRAND VIDEO
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// COLLECTION
// COLOURS
// LOOKS
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// EDITORIAL
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Photo: Eduard Nijgh // www.eduardnijgh.com
// BEHIND THE SCENES
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