The fashion industry is the leading creative area to perpetuate gender stereotypes. This brand aims to create a space in fashion for people of all genders, designing with a focus on the designs and style rather than dictating to the customer who the designs are for. The brand presents a collection of vibrant, illustrative patches and textile prints which can be adapted and used however the individual chooses. This playfulness is central to the brand ethos. 

 

Both the patch and textiles designs and brand identity were developed through a body of research. This essay can be read here, and the figures for this essay found here.