athletic_one CONCEPT
collection AW14
athletic_one
CONCEPT
collection AW14
content.
athletic_one CONCEPT
collection AW14
concept.
ROAD MOUNTAIN
at_1
CITY
MISSION STATEMENT
Key functions to the collection:
SIMPLICITY FUNCTION UTILITY PROTECTION SCULPTED REFINED FLEXIBILITY DURABILITY
athletic_one
CONCEPT
collection AW14
concept.
The athletic_one collection stands for utility spectrum dressing - clothes intended to allow you to work within a large range of temperatures and activies, comfortably, efficently and with style.
He is competitive, between the ages of 25-45, exists on the work hard play hard mentality, and to that extent is successful, both professionally and in his sporting achievements. He exercises regularly, commutes daily by bike - fuelled by caffeine. He is interested in his appearance and style – viewing himself as sophisticated – having an interest in art and culture. He has a disposable income - But makes carefully calculated decisions on what to acquire for his wardrobe. He is obsessed with having the best, and clothing acts as a vehicle from which he can communicate his moods and intent. Holidays are all about extreme experiences and escapism. Pushing his body and mind to its limits. His hero’s are the athletes pushing the boundaries of what the human body can endure.
athletic_one
CONCEPT
collection AW14
consumer.
He has a conflicting love for both the Urban and Natural world neither of which he can live without.
athletic_one CONCEPT
mood.
collection AW14
athletic_one CONCEPT
colour.
collection AW14
athletic1.com athleticone.tumblr.com/archive at1aesthetic.tumblr.com/archive
branding + promotion. web + tumblr.
athletic_one
CONCEPT
collection AW14
athletic_one CONCEPT
collection AW14
branding + promotion. bfc video.
** see attached disk.