CONTEXT - OUR HOUSE

Context

Our House will be a platform that promotes Fashion, art and culture media. Oriented towards youth and young adults. Our logo will have to represent us on all platforms. Instagram will be our main marketing tool. Digital-driven fashion companies, sell clothing directly to the consumer at high gross margins, without fixed retail costs and above all low customer acquisition cost because of Social Media. Our House will target the new age Internet generation while taking a dramatically different approach. This will be achieved by mastering the social currency of  ‘the content’. We will sell more than just clothes, we will sell an online fashion experience. With curated content, we can strive to become a stamp of approval for our customers for fashion discovery. By being tech savvy and understand how to leverage the ‘new’ internet and especially social media as a marketing & distribution channel. Our House can further develop as a platform and clothing brand. 

Brand Leveraging:

This will be achieved through brand leveraging. Using the power of an existing brand name will support our entry as a new, but related category. Our House will still look at what is trending with well established  brands, such as Supreme, Kaws etc. Our USP will be to give attention to unestablished brands and a wider array of creatives. The brands, artists, fashion designers that do not have awareness, but have a product that needs to be promoted.

Online Store: 

Our House will also have an online store, where it will sell it’s own clothing. The clothing range will focus on collaboration with like-minded creatives, particularly university students. Endorsing their skills to create our clothing as well as promote themselves as individuals. 

BRANDED TEES

BRANDED TEES

These designs were kept simple and clean, promoting Our House as a brand. 

Moving forward I will be only selecting one of these designs to print in bulk. 

By undergoing feedback the majority opinion selected the white design as the favoured design. This was mainly due to the PVC logo attached to the sleeve. It enhanced the quality of the design even though it lacks a hem tag. This was the purpose of the PVC label and it demonstrates just how effective it is in drawing the consumer in. Feedback stated that it was different from most t-shirts, and has a USP due to the rubber label. 

CAP TEST

CAP TEST:

The caps for Our House needed to be made with correct fitting and good material. This would reflect quality and luxury. The same procedure for the t-shirt test was used.

The caps bought: 

- Beechfield Heavy 

- Sols Buzz

- Sols Buffalo

- Sols Meteor

- Anvil Brushed  

- Beechfield Ultimate cotton 

- Beechfield Heavy Drill

- Anvil Pigment

- Anvil Twill

- Beechfield 6 Panel

- Beechfield Urban

- Beechfield Signature 

Quality Assurance on Garments: 

T-SHIRT TEST

T SHIRT TEST:

A style our clothing adopts is garments of thickness, with good material, this reflects garments of quality and luxury. To test which t-shirt was the fit I was looking for, I purchased 11 different t-shirts, to see their quality.

Quality Assurance on Garments: 

Organic Cotton Jersey 190 - maharishi Tiger Print

Chest screen print

Regular fit

Made in Portugal

Billionaire Boys Club

Billionaire Boys Club Men’s Small Arch Logo T-Shirt - White

After comparing a number of different sites, from:

- Buymystshirts

- logosforpolos

- cotton print 

- ethicstar

- Russel

- brookes

- eBay 

The company with the best rates for their garments was Firelabel mechandising. Their garments were on average £2 cheaper than other companies. It does not sound like a lot but you buy 25 t-shirts for £6 instead of £4 you would be spending £50 more overall. Firelabel is cost effective. 

PULP FICTION DESIGN

Pulp Fiction Design:

Although it is still copyright infringement there is a grey area. Parody of copyrighted characters can be considered derivative work. The design I created is highly transformative. It is quite different from the original image, so it could fall under fair use laws. There are not a huge number of trademark disputes. Seeing as Our House is just starting it is less likely that I would be sued for selling a few t-shirts. To limit the chances of this happening the design will only be available as a limited release. 

The illustration is of Mia Wallace a popular cult character from Pulp Fiction. By creating clothing that incorporates famous characters, it improves the chances of building an audience, as the designs are more relatable to the consumer. It also increases the chances of them viewing the other products on offer, as it at the very least peaks the audiences interest.

CRYING DESIGN

The Crying Design:

These two designs were inspired by Roy Lichenstein  ‘Crying Girl’ This design tries to relate to the female audience.The crying girl conveys the social struggles and the continued fight for female equality. Fair pay has been an on-going issue in society. In 2018 woman are now taking a stand. It is highly promoted in our society, this design looks to celebrate this idea, but it is still related to a unisex audience as it represents a symbol of equality not disparity. 

This was a collaboration brief, with a student from illustration. We spoke in great lengths about the inspiration for the brief. This was also something she felt very strongly about. I believe her interest in the subject really helped the process in creating this design. 

As a design we both agreed that it was gender neutral in both meaning and style. As it is a message we both stand by and garment we would both wear. This mutual agreement really helped in creating clothing that was inspired by genuine passion for culture and style. 

(WAS NOT IN DESIGN BOARDS PLEASE CHECK!!!) SS18 PART 2 RELEASE

One of the things I forgot to put in my design boards is part 2 of the release of Our House. 

Initially it was meant to be part of the submission, however, due to my tailor pulling out last minute due to family illness, I could not pursue it as part of my submission.

I am really excited to get moving with these, should be available around June-July

BRIEF AND CONTEXT FOR OUR HOUSE CLOTHING

BRIEF

Create a luxury unisex streetwear clothing line for Our House. This brief will also act as my collaboration brief for this submission. 

CONTEXT

Our House strives to produce simple yet powerful designs with a unique aesthetic of our own. Our House’s exploration of sophisticated streetwear reaches a level of luxury not commonly seen from independent design outfits. We are built upon a core philosophy of collaboration and authenticity. We opt to comply with the often shallow obsession for hype clothing, whilst still focusing on working collaboratively with creatives, to produce products that tell a story and represent quality.  

Our streetwear is relevant to all audiences interested in streetwear. Streetwear as a culture has progressed far past individual cliques. Streetwear brands now merge into all communities, be it skatewear, basketball general fashionistas. Our House is no different in the sense that we look to deliver products that are essential and relevant to all people interested in the culture of streetwear, male or female.

FABRIC DESIGN

Fabric Designs:

These t-shirts incorporate luxury patterned materials taken from a family friends textiles catalogue. I have been given permission to use their materials for my t-shirts. The designs convey quality in both the print/material used. The texture is very soft and the psychedelic imagery is very detailed depicting an array of colours. I believe these t-shirts have a unique selling point as they are different from typical t-shirt designs. They help Our House as a brand stand out, and also convey our versatility through the number of different styles we offer. 

COST

It costs me £50 per metre for this fabric. That equates to £10 per t-shirt. Overall it costs me:

- £18.73 to produce on white

- £20.39 to produce on black

Due to the quality of the material used, and the rarity of these t-shirts I will sell them for £50 each. Thats:

- £31.27 profit for white

- £29.61 profit for black

QUALITY ASSURANCE ON GARMENTS

Quality Assurance on Garments: 

Organic Cotton Jersey 190 - Maharishi Tiger Print

Chest screen print

Regular fit

Made in Portugal

Billionaire Boys Club Men’s Arch Logo T-Shirt - White

These t-shirts were analysed to test which products could be used as models.

The Billionaire Boys Club T-shirt had a nice screenprint design. The fit was the garments best quality. It had the right proportions and sizing. 

The Maharishi Tiger tee included a digital print. The main quality of this garment was the material used. The feel of the product was soft and thicker than most tees at 215gsm

The maintenance of a desired level of quality in a service or product, especially by means of attention to every stage of the process of delivery or production

(WAS NOT IN DESIGN BOARDS PLEASE CHECK!!!) SS18 PART 2 RELEASE

One of the things I forgot to put in my design boards is part 2 of the release of Our House. 

Initially it was meant to be part of the submission, however, due to my tailor pulling out last minute due to family illness, I could not pursue it as part of my submission.

I am really excited to get moving with these, should be available around June-July

EMBROIDERY DESIGN

Embroidery Designs:

The designs used here are from an online store ElleU they specialize in the embroidery design. Embroidery offers more quality in a garment.

COST

The cost per embroidery is only £1! This means that it would only cost me:

£7.73 for white t-shirts

£9.39 for black t-shirts

(This includes the cost of neck label, t-shirt, and hem tag) 

Moving forward I will use all embroidery designs for my clothing, as they are cheap to produce, which means more profit. 

By selling them for £30 I can make a £20-£22 profit per garment sold. 

FIGHT CLUB DESIGN

Fight Club Design:

This design was one of the culture designs done for t shirts. It created issues as I later understood it infringes copyright as it is not my design. This was a weakness with the brief, as I was learning about the business whilst creating designs under a strict deadline, it created errors like this. Moving forward I will not print the designs in bulk. But will keep one design for personal use and sell one illegally to earn back the money invested into this product. The hem tags created will be used for future pink coloured designs, so they aren’t wasted. Problems like these are welcomed at this stage as I can still afford to make them, as long as I learn from them.

WAS NOT IN DESIGN BOARDS PLEASE CHECK - OUR HOUSE CLOTHING PART TWO RELEASE

One of the things I forgot to put in my design boards is part 2 of the release of Our House. 

Initially it was meant to be part of the submission, however, due to my tailor pulling out last minute due to family illness, I could not pursue it as part of my submission.

I am really excited to get moving with these, should be available around June-July