Situation

SanMar, one of the largest private label apparel manufacturers in the U.S., had just re-designed their District Threads line, revamping and expanding its style into something much more fashion forward.

To resonate with makers and creators alike, they invited us to develop and launch an inclusive, imaginative brand that primes audiences for limitless self-expression.

Solution

We needed to craft brand positioning that staked out a distinct space in the fashion world, without alienating the family-friendly shops and bulk corporate purchasers they relied on. So we looked to the company's heritage. We drew from their connection to artists and hobbyists who add a unique touch to the clothing and make it their own. Then, carefully selected the silkscreen artists, touring bands, high school clubs and geek groups that would be at the core of this inclusive, come-as-you-are brand.

We re-crafted the name and built a dynamic, high-energy language around the idea of an artist district: A place where all are welcome to join and create with clothes. No gritty sex appeal. No dour pouting. No referential remakes. District is all about the new, the trying, the making, and the playing.

Welcome to the District. It’s made for you to make.