SNIPES, Street Culture Elevated.
SNIPES sells street culture at scale, across its own stores and online. We worked on its label the whole way down: the direction, the collections, the production behind them, the campaign that rolled them out, and what the staff wear on the shop floor.
What We Delivered.
- 01
Brand Direction
What the label is and is not, held steady across a range that has to work in a shop full of other brands.
- 02
Collection Development
Full seasonal ranges built out across outerwear, tops, bottoms, headwear and bags, developed from direction into finished, priced product.
- 03
Production Coordination
Running the making of it: technical documentation, sampling and factory communication, at retail volumes and against a fixed launch date.
- 04
Campaign Rollout
The imagery and the launch, shot in house and delivered as the collection went live online and in store.
- 05
Employee Uniforms
What the staff wear, designed as part of the same brand system. It is the garment a retailer puts in front of the most people.
- 06
MCM Collaboration
Luxury product development, creative direction, campaign identity and collection execution for the collaboration between SNIPES and MCM.
A Retailer Is a Different Problem.
Designing for a retailer that sells its own label is not the same job as designing for a brand. The collection lands on a rail next to everything else the shop carries, so it has to hold its own against labels the same customer came in for, hit a price the floor can actually sell at, and be produceable in the quantities a chain needs. That constraint sits underneath every decision in the range.
The lineup ran the full width of a season: leather and denim bombers, track jackets, hoodies and long sleeves, jeans and sweatpants, caps and bags, launched online and in selected stores on one date. Production coordination is what makes a date like that survive contact with reality, because every sample round, correction and delivery behind it has to be sequenced backwards from the day the collection goes live.
The reach of the work is clearest in the least glamorous part of it. We designed the employee uniforms too, which is the garment a retailer puts in front of more people than any campaign ever will, and it only reads as one brand if it comes out of the same direction as the collection.
The collaboration with MCM ran on the same relationship: luxury craftsmanship meeting street culture, with the product development, creative direction, campaign identity and execution handled here.
The campaign was shot in house in Tokyo, at night around tuner cars, garages and street corners, on the same pieces the collection launched with. That shoot is in the portfolio in full.
The Services Behind This.
- 01
Fashion Brand Development
Collection design, technical development, sampling and production, run as one continuous process. - 02
Brand Identity
The identity system behind the label: logo, type, packaging, labeling and campaign artwork. - 03
Photography
Campaign, lookbook, e-commerce and editorial imagery, plus artists shot live on tour and at festivals.