For this project, I wanted to design brand imagery that was a little more experimental, so I created ERA Apparel, a fashion label with a unique, alternative style. I wanted the branding to feel nostalgic without a sense of traditionalism, so I went for aesthetics inspired by alternative subcultures of the past. I transformed contemporary marketing photos into gritty, textured images that bring to mind DIY printed flyers for grunge shows of the 90s. This rendering of the photos also partially obscure the contents of the image, maintaining a sense of mystique and edge, but is clear enough to convey the brand's sense of style.
It's important that ERA apparel not only visually represents these values, but also practices them. This is why the label would collaborate with local designers, manufacture all their products in the US, and release clothing in limited drops that avoids the overproduction and fabric waste of fast fashion.