THINGS THAT NEED TO BE DONE

1. Design development process/ toiling/ sampling/ fabric sourcing
2. Making the final products
3. Branding- logo/ tagline/ brand name
4. Labels/ tags/ packaging
5. Stylised photoshoot (for campaigns)
6. Refinded photoshoot to show product
7. Digital marketing- website/ Instagram design
8. Print marketing- posters/ leaflets/ business cards
9. Printed lookbook- including shoots and primary images of contemporary bands/climate change protest
10. Written brand guidelines- including costings

Week 1 (Monday 27th Jan) – finish statement of intent/ source fabrics/wool to experiment with

Week 2 (3rd Feb) – sampling- experiment with knitting/ shapes

Week 3 (10th Feb) – sampling- experiment with different ways of knitting/ gaps in knitting/ roll necks/ stripes/ chunky knits/ finer knits/ crochet? Also development of jewellery sample – adding more colour.

Week 4 (17th Feb) – source sustainable materials for final garments- good quality and ethical. Start making final garments.

Week 5 (24th Feb) – making of final products. Take primary image at gig for lookbook.

Week 6 (2nd March) – (maybe do shoot this week if possible and garments are made) Branding/ logo/ tagline. Labels/ tags/ packaging

Week 7 (9th March) – printing of labels/ tags/ packaging.

Week 8 (16th March) –

Week 9 (23rd March)- PPP3 hand in Wednesday

Week 10 (30th March)

Week 11 (6th April)

Week 12 (13th April)

Week 13 (20th April)

Week 14 (27th April) – lookbook printed and communication package in perfect binding

Week 15 (4th May) –

Week 16 (11th May)- hand in on Wednesday

THINGS NEEDED TO BE PRINTED:

• Lookbook
• Brand guidelines- presented in branded and professional package
• Business cards/ labels/ tags/ packaging

‘Story and your aesthetic behind your brand for your shoots/film- communication to your audience. What is inspiring you?’

The entire brand will be inspired by the angry attitude of punk, reflected in contemporary protest and so the visual aesthetic behind the brand will be bright and fun (inspired by The 1975) but also have a unrefined, messy aesthetic at the same time. A lookbook will be created at the end of the project, with photographed images of the garments, possibly styled with recycled plastic bag jewellery, which was sampled in CoP3. The lookbook will also include primary images from contemporary punk bands to add to the visual aesthetic. My target customer would be a climate change activist who enjoys going to gigs and so pop up shops could be put up in climate change protests and at small gigs/music events. Print adverts will be created, combining photography with graphics, which will be put up in university student unions, as one of my target customers is a student. Photography/branding/graphics/products for the upcoming brand will be posted on social media platforms such as Instagram, to connect with my younger target market.

‘What you are intending to produce- outputs have to represent an appropriate level of research, understanding, technical ability, conceptual/critical awareness, visual quality and professionalism.’

1. Creating punk inspired, handmade jumpers inspired by the question: ‘what would the modern punk be angry about?’ And the answer being the contemporary issue of climate change. The brand will therefore be centred around the issue of climate change, adopting punk DIY, handmade techniques and luxury wool to create a ethical, long lasting product.
2. Inspired by punks such as John Lydon during the 70s, wearing slashed jumpers with deliberate holes in, jumpers will be created in a similar way reflecting the punk distressed look. The jumpers will combine bold, fun colours with stripes, chunky knits and some more detailed, fine knitted areas. They will also feature pockets with small illustrations on, inspired by Charles Jeffrey. Two luxury jumpers and two up-cycled plastic bag accessories will be created for the brand.
3. The brand will reference contemporary punk artists, who are advocating climate change, such as The 1975, adopting the bright lime greens, yellows and reds inspired by the band. My brand will also be inspired by The 1975’s angry energy and unrefined sound, reflected in branding and garments.

DRIVING FORCE

The driving force of my project is to explore the punk subculture and it’s notions of rebellion, DIY and reaction against issues, which can still be seen in modern day. I will create a unisex knitwear brand that favours bold, statement colours, whilst still being centred around sustainability. The brand questions what ‘the modern punk’ would be angry about, resulting in the entire project being centred around the contemporary issue of climate change. The brand will reference punk DIY, anti consumerism and individuality, as a response to climate change, adopting handmade knitting techniques to create a unique, ‘one of a kind’ feel to the products.

ETHICS

• Careful consideration of high quality materials and handmade production methods, creating long lasting garments that reject fast-fashion.
• A belief in unisex garments that advocate gender-equality.

USP

Each product will be handmade, and made luxurious through use of fine quality wool and thread to create long lasting garments. Each garment will have personally hand picked vintage buttons that create a unique, exclusive feel to the brand. The brand will not mass produce; there will be two collections a year, with ten styles in each collection. Only fifty of each style will be created which will create a limited edition feel to the brand, presenting a key message of the brand inspired by punk: individuality (it is unlikely you will find someone wearing the same piece as you). The garments are regarded as pieces of art and punk influences of rebellion, clashing colours and fun, bright prints mean the customer will use the clothing to create a statement.

AGE: 21

GENDER: Female

LOCATION: Manchester

OCCUPATION: Undergraduate student at Manchester Metropolitan University studying Fine Art. Has a part time job at Blue Rinse Vintage.

EDUCATION: University level

FAMILY STRUCTURE: Living on her own in student accommodation. Lives with her mum, dad and brother when at home. No dependents.

CONSUMER HABITS

She usually shops vintage but prefers to save her money to enable her to buy the odd staple luxury garment that is of higher quality which she will keep forever. She only buys clothes that she is certain will not damage people or the environment and is always researching about brands which engage with sustainability. She is always on the lookout for sales at her favourite stores and student discount offers.

WHAT SHE SPENDS HER MONEY ON

She likes to spend her money on going to events/music gigs/eating out with friends and traveling to different places and cities. She recently went interrailing with her friends traveling to places such as Budapest, Amsterdam and Vienna.

STYLE

She doesn’t care for fashion trends and tries to stay clear of generic fashion stores such as Topshop, Zara and River Island. She enjoys wearing stand out, bold coloured pieces of clothing and clashing prints, which she likes to pair with statement jewellery and accessories. She sees clothing as pieces of art and uses them to express her personal identity, which is confident, vibrant and friendly. Her favourite brands include: Blue Rinse, Reformation, Stella McCartney, Rag & Bone, UNIF, Big Bug Press and House of Sunny.

MUSIC

The 1975, Idles, Arctic Monkeys, The Japanese House, David Bowie, Prince, Stevie Wonder, The Clash, Thundercat.

LIFESTYLE

She is dedicated to living a sustainable life. She is a vegan who is engaged with animal welfare and the environment, and often goes to climate marches/protests. She is a member of Extinction Rebellion in her local community and often bakes cakes for events where money raised goes to environmental charities. She has a busy lifestyle, balancing university work with her part time job and going out with her friends.

HOBBIES

She is a regular reader of magazines such as I-D, and is interested in reading articles exploring sustainability. Magazine articles would therefore be a good way of engaging with this customer. She regularly goes to small, personal music gigs in Manchester with her friends and has an interest in underground punk rock. She also has an interest in the idea that music is used as an expression of ideology and loves band The 1975 for their concern with climate change. In her spare time she loves to paint and sometimes goes to life drawing classes to improve her drawing skills.

• Stripes in contrasting colours
• Glaswegian designer/ illustrator/ radical creative
• Inspired by ‘the struggle to stay sane in a world that’s gone mad’
• Colourful, spontaneous hand painted prints
• ‘The collection referenced another time when young people’s culture reflected a general societal breakdown—’70s punk and its pop-culture early-’80s aftermath’.
• Relaxed/oversized fits
• Luxury materials including pure lambswool
• Contrasting prints
• Scribbles/stripes
• Knits- £400-£500
• Jeffrey is speaking to young London the way Alexander McQueen spoke to his generation.”
• Inspired by use of illustration within designs/ connections to youth culture. 
• Transforming fashion for a ‘post gender world.’

• Independent, New York based luxury knitwear brand
• We have great relationships with our factories in California and Peru. In California, we work with Avatar Knit. Their range of traditional and seamless/wholegarment machines are able to easily translate Elizabeth’s intricate designs. In Peru, we work with Innovative Knitwear, a network of small workshops and factories, all of whom are paid and treated fairly.
• Hand chosen, vintage buttons- one of a kind
• Pieces inspired by painting- textured, sentiment- like pattern that comes from watercolour paintings
• Also inspired by designers love of dark things (horror/gothic) and bright colours- finds balance between the both whilst being committed to sustainable practice.
• Uses sustainable yarns- threads produced using low water/ cold dyed cotton/ organic merino wool that is chlorine free and good for water systems
• 15 garments each season/ 75 different knitwear styles
• pieces she hopes will make people feel comfy and special. “I want people to love [these pieces] and respond to them emotionally. I hope I am helping others express themselves through clothing,” she says.
• Regarding the mood of the collection, she says, “This feels like a bleak time for the world…I know I’m not alone in feeling this way. I wanted to dig in and create something real and beautiful because we all need a serotonin hit.”
• “While I had always wanted to start my own line, I couldn’t justify doing it at the expense of any person or the planet.”
• Upcycles scraps into scrunchies- each one of a kind/ no two are identical
• Price range- £200-£650- luxury materials/sustainable wool/long lasting product
• Digital marketing- Instagram- good_omen_nyc
• Short promotional videos on Instagram
• Collaborating with photographers

• Georgian brand – shipping to UK £20
• Handmade, unique, bright, braided cardigans/ patchwork/ shaggy fringing.
• Famous for cardigans but also sell other products – accessories.
• Bold colour, stripes.
• Exclusive and unique products
• Handmade products, quality materials/wool and exclusive feel to the garments mean the products are expensive- ranging from £250-£800.
• Draws inspiration from unique aspects of nature, shapes inspired by plants/flowers
• Finest special yarns and blends / hand- painted natural yarns from Caucasus- crafted in endless combinations
• ‘Lalo is a Georgian brand of women’s knitwear clothing. Each item is a unique, handmade piece from Georgia, Caucasus.’ The brand became successful due to their knitted cardigans, however the brand has started creating more products such as jumpers, coats, jackets, vests, skirts, pants, shorts, bags and shoes.

https://www.wgsn.com/content/board_viewer/#/86070/page/11

‘This module is the ‘vehicle’ by which you will respond to developed concepts some of which you may have initiated in  CoP3. The catalyst for this is a Statement of Intent/Positioning Statement, through which you will outline your self-determined project, its philosophy, and its positioning within the fashion industry.’

Brands Fighting Climate Change

https://www.camdenmarket.com/shops?q=fashion

USP- Driving force of the work/ philosophy

• Brand inspired by the DIY ethic and individuality of punk- creating handmade, unique garments/jewellery as a response
• Inspired by contemporary artists using music to advocate social/political issues, as punk rock did.

Visual aesthetic

• Bright colours
• Handmade quality
• Contemporary twist to punk

Contemporaries- position of your work

• Brands creating sustainable products
• Brands inspired by music
• Brands inspired by punk
• One off garments- limited, exclusive products
• House of Sunny/

Who will your work appeal to? (Market level)

• Someone interested in sustainability
• Independent designer label
• Environmentalists
• Someone not afraid to stand out
• Ethical purchasing
• Someone who wants to express themselves through clothing

How can you show your creativity and skills?

• Want to add bright colour and illustration into my products/overall brand.

How will you stand out and create impact? (your chance to be innovative)

• Fully sustainable, hand made products
• Sustainable packaging (business cards/postcards) made from ethical/recycled materials
• Bright, bold coloured products

What do you want to produce? Skill sets, future career ambitions

• Future career- advertising and marketing
• Going to produce a brand and create an advertising campaign for it – both digital and print.
• Printed campaign booklet – with stylised products and illustrations
• Digital advert design- website and billboard- creating moving image.