Besides the images, this is a story, and you should read it, not just scroll it down. Thanks.
Otherwise just click pause on the player below. Cheers, let's go!
I've worked on this project in 2013, almost half a year, since february to september. At first, it was a branding commission for this client, a guy that was interested to create a logo for a streetwear brand, no collection, just the logo. So I made the first scraps, with different fonts.
And joined forces with my client, becoming partners in that risky adventure.
The time was the end of june, the path to arrive there had been really hard for us (now 99% of who enters the market is a team, divided into specific roles, we were two fuckin virgins in front of Jenna Haze). Stores said to us "time for show stuff is spring, you arrived one month before the sales, morons!" And that was true.
With no chances to show and sell our stuff, we went to see what shows the others.
At Pitti Uomo, an international super famous fashion event where the most important & trendy & whatever brands of the world shows off their next collections (so, summer, you see autumn/winter, and viceversa). It lasts five days, and everybody whom is into fashion, clothing and debauchery is there.
Know your enemy and know yourself, find naught in fear for 100 battles. (Sun Tzu - The Art of War)
The project is finished, and you have seen (read as well, I hope)
how we have developed this thing from A to Z.
I left Kushi in 2013, not long after that summer.
Start and run a brand is much more complicated than work for it. You can't just do your duty and then switch it to the next in line to take care of. You have to manage a lot of things, and take care of everything. It could happen that you lack experience and skills. Or that you missed the right timing or the right contacts. Or that your stuff wasn't what the market wanted. For these and other reasons I decided to admit my errors and quit this adventure.