From thongs to lounge-in to poetry-reciting trackies, here are some things that made us say “That’s Interesting” in the studio this week.
Lens on history.
Eyewear brand, Cubbits, has given its store in Leeds a historical makeover. Housed inside the city’s iconic County Arcade shopping mall, itself built in 1898, Cubbits’s new shop engages with the surrounding design context with an interior that utilises modernist and art deco touches. Using its store to celebrate the setting’s historical architecture aligns ‘good design’ to Cubbits and, in effect, reinforces the expression of said ‘goodness’ as central to its proposition. Brand retail shouldn’t solely be orientated around delivering sales – they can also be used to deliver impactful brand messages.
Have a peek here
Art makes eco-fashion.
‘Materials science’ (read: sustainable) clothing brand, Pangaia, has enlisted the help of renowned visual artist, Es Devlin, in the co-creation of a range of eco-minded loungewear. Named ‘365’ (because they’re designed to be worn year-round) the collection comprises four pieces in Es Devlin’s signature orange with lines of her esoteric nature-related poetry printed on the areas you’d usually find a brand logo stamped. You could be forgiven for seeing Pangaia as a functional utilitarian brand, but collaborating with a renowned artist helps elevate them to aesthetically high-minded (i.e. it brings them closer to the world of fashion). Collaborating with external influencers (e.g. through co-creation) can help reinforce or adapt a brand’s positioning.
Try it on here
Function and fashion.
Underdays is a recently launched underwear brand that’s aiming to shake up an industry traditionally dominated by a few legacy players. Founded by two ex-Farfetch employees and built on the insight that women typically have to choose between overly sexualised designs or beige basics, Underdays engaged in extensive consumer research to create a range that fuses style and comfort. Marrying the insights gained consumer and category research with a smart approach design is a sure-fire sweet spot to success.
Get comfy (and sexy) here
Smell the gas.
Tobacco, alcohol and gambling are all regulated industries who’s marketing efforts are required to included public health warnings. And now, the automotive industry is being thrown into the naughty corner. From this year, in an effort to reduce CO2 emissions, car adverts in France will have to include messages that encourage people to use less polluting travel alternatives. A reality’s emerging where sustainability is mandatory (rather than a choice) for brands. Anticipating and futureproofing against said regulation is a sensible move.
Check it out here