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About

About

Since Day wanted an Australian street wear label that can stamp it's Australian heritage to the world.
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Robert was approached by Sydney based lifestyle brand Since Day to create concepts for their first collection of clothing from t-shirts, crewneck sweaters, hoodies, tote bags and snapback caps. Since Day wanted an Australian street wear label that can stamp it's Australian heritage to the world.
 
Season 1 was influenced by Australia and Los Angeles hence the name "Coast to Coast"
Logo Concept
The idea of the "S Hook" as a logo symbolises the idea of catching dreams and ambitions like a fisherman catching its fish. Thats the principle Since Day was founded on.  
Suave 
Since Day wanted to make a statement that it wanted portray a high end of cool. Suave is defined as charming, confident, and elegant. To make it a uniquely Since Day, Robert inverted the AUS in Australia's initials to spell SUAVE. 
Bandanarang
A piece combining the bandana paisely pattern with one of the most iconic Australian items the boomerang.
Paper Chasers
This piece is inspired by Australia's 100 dollar note. Robert illustrated a send up of the lyrebird that is on the corner of the $100 note.
Inspiration
Australia "Changing the Game, Since Day"
Taking the twist of the Australian cliche of Kangaroos, the snake symbolises an attack of the cliche hence "Changing the Game".
Inspired by Australian landmarks that acn look like the Sydney Harbour Bridge being appropriate Since Day is a Sydney based brand, or Uluru (Ayers Rock). as you can see it fits perfectly on a cap.
Detailed Signature Logo