![](https://freight.cargo.site/t/original/i/3f6f714bf6e7fd989ea26d04889e4cbe718530b0b2b554eac88c369f332c43c1/97LabsIcon.gif)
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
![](https://freight.cargo.site/t/original/i/be78ea602fcc467cc3ad4fb552c1280a87f0320b603e176b8d9619235953a27d/9798Front.png)
![](https://freight.cargo.site/t/original/i/92154b6bce3029300b9a9953850d98532dc7e7011692fc14ee48a0b8f169bdc2/9798Back.png)
![](https://freight.cargo.site/t/original/i/c81068ce68da2a1b43d81b36eae5c9775a4a040f7282bd8d11883d2aaa895877/PushWoodFront.png)
![](https://freight.cargo.site/t/original/i/e09310b1dee58c2ea36793ee541b72dd2e1a07fbc6352b5aba8c57635a5ae6b0/PushWoodBack.png)
![](https://freight.cargo.site/t/original/i/9c6e474f588f94b4fd8de8022e7c18fbae1706ddf028e33ef4ec436ec8776abd/NewYearFront.png)
![](https://freight.cargo.site/t/original/i/adb81dd35494758f9d8092ff4340f7684761ee56877f9282586b6699e715c914/NewYearBack.png)
![](https://freight.cargo.site/t/original/i/40f8ce1aa9dde75a5c1b6be70db7f70762b76e77d70b915cf8baf90b7263c9a8/SpectrumFront.png)
![](https://freight.cargo.site/t/original/i/a8db2bff2b93b705ee462e2b5a9896563d95e229c562382cea2d0e9f2a326e94/DSC_5437.jpg)
![](https://freight.cargo.site/t/original/i/b71856cb5521e1ab5c8a6d6cb43d6d8826768e1f9be1f14d201c2ca9d47e2c7a/DSC_5560.jpg)
![](https://freight.cargo.site/t/original/i/6fe28643ac440ceb1456ce33f4eba17e47b622b546a5539506ec3485926fc1a9/DSC_4944.jpg)
![](https://freight.cargo.site/t/original/i/94a9674b647c12b778cf84d03481afbee92b0fb4a4e0d270b0baabb422560abd/DSC_4656.jpg)
![](https://freight.cargo.site/t/original/i/0e47f90c8abff45f9ddf44e6d9e675c936710ddf2431dd43d19a1a3bf67c55ee/nogrease-01.png)
![](https://freight.cargo.site/t/original/i/155afca5596f5d9885022eec023983ddbcf3d58b32c91e6c075b9e35a322f87c/stickies-03.png)
![](https://freight.cargo.site/t/original/i/434d30ec1d562d8305e69e141b992bad692f8f33c59ac13092c881c7e9690fc8/vl6i3ylkknz51.png)
![](https://freight.cargo.site/t/original/i/23c3fb7eda707daa3456d4c1175d047ce715a3971a9712f2b524f571c6e69cbb/npd72e3kknz51.png)
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.
![](https://freight.cargo.site/t/original/i/221b442b9685de3f309fe4da7ad2e208c308fb1e8c7f4a41afdfa12933904a0d/hoodie-2-01.png)
![](https://freight.cargo.site/t/original/i/7d92297fefe1f629263954d5cb8e8ba9a06eef2615954bd51931667289153605/newyear.gif)
![](https://freight.cargo.site/t/original/i/4860632dcba5ab67c01002a47057139486f3254831ee6f82dccd5c32b9a4374c/chess-club-01.png)
![](https://freight.cargo.site/t/original/i/147b173970295562f7ab75ce0d2a26e41dbf82368570cd7af1c994fdc10d3675/Untitled_Artwork.jpg)
![](https://freight.cargo.site/t/original/i/2482363edd1d2ffb0de722fddca0721e78500a339502c6cb183d01ba596e05a6/sketches-10.jpg)
![](https://freight.cargo.site/t/original/i/ba0aadbf140c0bbe2689d6266eca34f3bbe9e6c383860aac3b5f15b21751d956/perception-01.png)
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
.
![](https://freight.cargo.site/t/original/i/766957d219c6cc7faabdd054e51bd9436538a4e5764f0a9d41dcc6e36887974e/post2.png)
![](https://freight.cargo.site/t/original/i/3db5205a787bb924becf2cce2a6e545cc627808679e50b5d08b3b5749527377b/post1.png)
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.