97 Labs
March 2020 - July 2021An experimental apparel design project. The purpose was to study and experiment with different design styles, mediums and ideas, while tying it all together through apparel.
The problem I wanted to solve was mixing fashion with art. This was done by studying contemporary fashion and design trends. I wanted to take something that feels familiar and make it unfamiliar. This was communicated using video, photography, posters, and anything in between.
The idea was to create a brand, release a few drops, and interact with other artists. This was split into different projects. 97 Labs did a photoshoot for Oklahoma Smokes. This also led to becoming a sponsor of Freedom NJ. (Freedom NJ is a non-profit organization that provides an indoor place to skate during the NJ winters).
The Instagram campaign drew a lot of attention and positivity and grew to 600+ followers. The apparel that was created was shippede throughout the US, Canada, Poland and Netherlands. Apart from creating various design concepts for apparel, a series of posters was created with the objective to questioning reality. This was inspired mainly by René Magritte’s The Treachery of Images.
Scope -
Creative direction
Brand identity
Illustration
Apparel design
Social media coordination
Motion graphics
Photography
Prints
Tools -
Illustrator
After Effects
Photoshop
Lightroom
Premier Pro
Photography
Apparel Design & Posters
97 Labs was started as my idea to create my own apparel. During this time, I was able to pull together 3 shirt designs, 1 hoodie and 1 tote bag. It all came together with photoshoots and advertising posters used throughout social media.
Various Posters
Projects to continue engaging with followers inbetween drops. Focusing on enhancing our minds and perception. This was centered around exploring visual solutions, trying out new identities. Also created a mock chess club and interacted with the followers
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Project No. 004 - Push Wood Not People
(Part of becoming a sponsor for FreedomNJ)Teaming up with my buddy Coleman, we wanted to pay tribute to his idea of sponsoring a local indoor skatepark in Trenton, NJ. We came up with a shirt illustration and a positive message for all during the struggles 2020 brought upon everyone. The idea behind the flower was a symbolism for nature. To unify this, “Push Wood, Not People,” was a symbol for pushing a skateboard and not each other.