OuterWhere is an apparel company that we have a 1/3 stake in. Additional to all the apparel design, we were responsible for all the branding, print and versioning that was necessary to build a brand from the ground up in under 10 weeks. The process began with developing an idea for the brand that was all about sustainable, low impact, US made apparel. We wanted the logomark, to have a bold, warm appeal, and used circles as the basis for constructing the custom letterforms. The tree/arrow motif was develped with future use in mind as a element that could build additional equity.
STANDARDS & PRINCIPLES
The goals for the brand were threefold: Firstly, to share the appreciation of the wild places in nature in what we make. Secondly, sustainability, to have as least an impact as we can on our planet by using as many organic / low impact / no impact or recycled sources as we can in the creation of our products. Lastly, we feel very strongly about growing our local communities and because of that ideal all of our garments are grown, sewn, designed and printed in the United States.
DESIGN & LAUNCH
The designs were reflective of our place on the planet, and a reaction to big city living, showing a moment of solitude with us as individuals engaging with nature or an outdoor pursuit. The idea of scale was used to illustrate just how tiny we all are in comparison to the natural world around us. The custom drawn logotype and symbol led to the development of an original typeface and lookbooks were produced using a library of originally sourced background textures.
PRINTING & PRODUCTION
We sourced 100% USA made low impact blanks, working with the manufacturer to develop custom colors using low impact dyes. The 100% organic cotton T shirt, is actually one of the most comfortable shirts we've ever worn. The printing process was up to 6 color screenprinting, but instead of using plastisol, which is pretty harmful, we chose a water based discharge process. This process is much harder to work with, but it results in a softer print because the inks don't sit on top of the material, they literally remove the dye from the shirt and replace it with the new color.
CONNECTING THE DOTS
So, when it came to connect the dots and gear up for launch, we needed to construct the 30 second elevator pitch that helps tie everything together. OUR 'raison d’être'. "It's that trail, that vista, or just that campfire that captures an unexplainable feeling of awe and inspiration. It's those feelings that gave us the inspiration to create OuterWhere. We are people, just like you, that have an appreciation of nature and outdoor spaces. Environmentally friendly apparel made, designed and printed in the U.S.A. OuterWhere. Awe. Inspired."