My latest project

I am very proud to be able to present work this of this standard. All in all you could consider this project as a very special one. A project that characterizes itself because of its genuine ambition and passion for our profession. Due to the motivation and believes of all the parties involved (the Rotterdam Agency, the photographer, our management at McCann) we have been able to realise this extraordinary idea. With a minimum amount of costs we have been able to execute it in a professional way and only because all the people that have been working on it believed in the “bigness’ of the idea and had been able to think out of the box.

Strategy

The fashion World is a competitive one. It’s an arena dominated by fanciful trends and styles. It’s hard for a brand to remain true, either to your believes or to your roots, while trying to innovate or even more dangerous while looking for a larger audience. In the field of street-wear you see “formal urban wear” as an attempt to build the bridge between the more general fashion movements and the from origin diehard extreme sports scene. In general the street-wear section is having difficulty dealing with its roots in a fading popularity of skateboarding, BMX-ing and skating and is trying to explore new ways of defining their scene mostly done by focusing on styles inspired by ‘street music’.
This idea on the other hand tries to build the bridge not by defining another short termed trend but by pointing out this difficulty with a simple joke. This idea combines the extreme sports scene as well as the street fashion one in an ironic and witty way, so bring two apparently different worlds together.

Target Group

Individuals that can make up their own mind. People who refused to be pigeon holed. Fun loving urban professionals either with roots in the skate scene or not.