The brand book was made before the clothing was produced. For this reason it does not show any clothing from the Daniel Franck collection, as it was made as a teaser of what was to come. The book is a tool for sales, to catch the interest of distributors and to be sold at the different shops, with a catalogue of the clothes attached.
The book is creating the ”atmosphere” of the brand, and the visuals are referring to the aesthetics of the eighties. Daniel started off as a professional skater in Los Angeles, USA. Back then skating and punk rock was very much connected. The graphics are made as flyers from punk rock bands, using a typewriter, old copier, hand drawing, scissors and glue to give an authentic, rough and personal flare.