WE ARE THE NEW
- Fragrance Development
- Brand Creation
- Brand Strategy
Create a compelling and direct-to-consumer streetwear brand for the Korean market, from the ground up!
WE were charged with creating a streetwear brand from scratch for the Korean market but Robin INC in Los Angeles, California. WE lead the BRAND direction, hiring a design team, marketing team and creative to lead our vision for what we wanted this brand to become.
It’s had many incarnations since, but WE were very proud of the work we did. The brand was created in record time to ensure making Korean fashion week which was a huge success and led to many partnership deals and press.
WE really put our hearts into this project. Embarking on a 360 brand experience from strategy, packaging, visual identity, content, video, message, mission– all of it!
Another dream project for us and WE are proud.
Building the concept.
Housed under the KONUS umbrella, founder and design ace Devin Kang recently unveiled the brand’s all-new sub-label spinoff dubbed, Rosetrap. The multidisciplinary imprint is a new breeding ground where fashion, art, and music intersect, providing an honest approach to creativity and the imaginative pursuits fueling each member. Up-and-coming influencers, BOYKONAN, DIDI HAN, Deepshower, BRLLNT, Plan8 & Oddtom collectively band together, fusing a medley of expressive genres under one unified vision.
Rosetrap celebrated its grand launch at Soap in Seoul, South Korea where it unveiled its first apparel drop, spotlighting a set of graphic-laden T-shirts and hoodies. Seen above in red, black and white, attention gravitates towards the poetic adaptation of Michelangelo’s “The Creation of Adam” painting with simplified branding both emblazoned on each piece. The full collection is now up for grabs through the brand’s online shop.
Packaged for commercial appeal. We wanted something bold, sleek yet familiar. Gen Z’s want practicality, so lots of layer, snap backs and something that felt timeless and high end en masse– for the rebel rousers.
“This is for the love and the expression and expansion of our culture”