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athletic_one SKETCHBOOK

collection AW14


BASIC LAYOUT... :0)


CREATING A VISUAL JOURNEY

THE JOURNEY BEGINS... A MANUAL FROM WITH TO LAY DOWN THE GROUND RULES.


LAYOUT + STRUCTURE


THEME A COLLECTION FOR ANYONE FROM THE URBAN ATHLETE TO EXTREME SPORTS INNOVATORS. PUSHING HUMAN POTENTIAL 8 OUTFITS FOR ALL WEATHER & ATHLETIC ACTIVITY FROM: +30째C to -20째C. NO MATTER WHERE YOU ARE ON THE PLANET THIS CLOTHING IS YOUR LAST DEFENCE IN PERFORMANCE AND TECHNOLOGY. PUSHING YOU REACH FURTHER DIG DEEPER SUCCEED IN YOUR GOALS


THE CONCEPT. FOCUS.


SKI

IDENTIFIED CONSUMER...

CLIMB SURVIVE DURABILITY PROTECTION MOUNTAINEERING

MOUNTAIN


IDENTIFIED CONSUMER...

SLEEK STYLED VISIBILITY CONTOURED

ROAD


SMART FORMAL DRESSWEAR

IDENTIFIED CONSUMER...

CITY

WEATHERPROOF CONTEMPORARY

MODERN FUNCTIONAL


Merging inspirational extremes in sport with function, elegance and simplicity.

URBAN COMMUTER

INFLUENCES athletic_one CONT’D... STEALTH “The fading frontiers between sport and city wear”. The power of high-fashion brands in the larger sphere of sportswear should not be underestimated. Sports-inspired garments are now standard everyday wear. Shishoo (2005, 38)

URBAN ENVIRONMENT

ULTRA-PERFORMANCE

INFLUENCES

Drawing inspiration from our beginnings and evolution, our relationship with the natural world, from early nomadic cultures who adapted and adopted practices of survival following tangible relationships by studying and copying nature - Biomimicry.


DESIGN DIRECTION.


TECH SPEC.


RESEARCH

RESEARCH

RESEARCH

RESEARCH


CRITICAL PATH PLANNING


BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS BRANDSBRANDSBRANDSBRANDSBRANDS


IDENTIFY COMPETITORS


Perceptual mapping

Identifying the market segment

DIFFERENTIATING

athletic_one FROM COMPETITION


PURE PERFORMANCE

CONCEPTUAL

BLAND

PURE FASHION


PURE PERFORMANCE

AFFORDABLE

PREMIUM

PURE FASHION


PURE PERFORMANCE

CONCEPTUAL

BLAND

PURE FASHION


BRANDING + CONCEPT

A RESPONSE TO FORGE IDENTITY.


BRAINSTORMING


BRANDING LOGO DEVELOPEMNT


athletic_one athletic_one athletic_one athletic_one

BRANDING LOGO DEVELOPEMNT

athletic_one athletic_one

athletic_one athletic_one


BIZ CARDS Alasdair Leighton-Crawford Sportswear Designer

Sportswear Designer

www.athletic1.com

alasdair@athletic1.com

+44 (0) 77 2040 2388

Alasdair Leighton-Crawford Sportswear Designer

www.athletic1.com +44 (0) 77 2040 2388

Alasdair Leighton-Crawford Sportswear Designer

www.athletic1.com alasdair@athletic1.com

alasdair@athletic1.com

+44 (0) 77 2040 2388

Alasdair Leighton-Crawford Sportswear Designer

alasdair@athletic1.com

+44 (0) 77 2040 2388

Alasdair Leighton-Crawford Sportswear Designer

www.athletic1.com

alasdair@athletic1.com

+44 (0) 77 2040 2388

Alasdair Leighton-Crawford Sportswear Designer

www.athletic1.com +44 (0) 77 2040 2388

Sportswear Designer

www.athletic1.com

www.athletic1.com

alasdair@athletic1.com

Alasdair Leighton-Crawford

alasdair@athletic1.com

alasdair@athletic1.com

+44 (0) 77 2040 2388

Alasdair Leighton-Crawford Sportswear Designer

www.athletic1.com +44 (0) 77 2040 2388

alasdair@athletic1.com

+44 (0) 77 2040 2388

BRANDING

www.athletic1.com

Alasdair Leighton-Crawford


WEBSITE http://www.athletic1.com

BRANDING IDENTITY


TUMBLR 1

BRANDING IDENTITY

http://athleticone.tumblr.com/archive


TUMBLR 2

BRANDING IDENTITY

http://at1aesthetic.tumblr.com/archive


BFC FILM BFC FILM

BFC FILM BFC FILM

BFC FILM BFC FILM BFC FILM

BFC FILM BFC FILM BFC FILM


WEATHER

X X X X X X X X X X X X -­‐ -­‐

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 -­‐ -­‐

3 3 4 4 5 5 5 5 5 5 5 5 4 4 4 4 4 -­‐ -­‐

X X

X X

X X X X X X X X X X X X X X X

X X X X X X

COMPOSITION

X X X X X X X X X X X X X X X X X -­‐ -­‐

WINDPROOF

5 5 20 20 10 10 15 15 20 20 15 15 30 30 30 30 30 -­‐ -­‐

SHOWERPROOF

-­‐20 -­‐20 -­‐20 -­‐20 -­‐10 -­‐10 -­‐5 -­‐5 5 5 -­‐5 -­‐5 15 15 15 15 15 -­‐ -­‐

WATERPROOF

SPORTS/ USES WINTER  EXTREME  EXPEDITIONS WINTER  EXTREME  EXPEDITIONS BIKE,  MOUNTAIN  SPORTS,  ADRENALIN  SPORTS BIKE,  MOUNTAIN  SPORTS,  ADRENALIN  SPORTS ENDURANCE  SPORTS  -­‐  INTENSE  BREATHABILITY ENDURANCE  SPORTS  -­‐  INTENSE  BREATHABILITY STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE MULTI-­‐SPORTS,  CROSS-­‐OVER  GARMENT SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY EXTREME  SAFETY  BAG  SYSTEM COMMUTING

MAX INTENSITY

FUNCTION WARMTH -­‐  EXTREME  COLD WARMTH  -­‐  EXTREME  COLD WATERPROOF  BREATHABLE  BARRIER WATERPROOF  BREATHABLE  BARRIER ACTIVE  WEATHER  RESISTANT  INSULATION ACTIVE  WEATHER  RESISTANT  INSULATION MOISTURE  WICKING,  ADAPTABLE MOISTURE  WICKING,  ADAPTABLE COMFORTABLE  AND  DRY  -­‐  NEXT  TO  SKIN COMFORTABLE  AND  DRY  -­‐  NEXT  TO  SKIN COMFORTABLE  AND  DRY  -­‐  NEXT  TO  SKIN WIND/  WATER  RESISTANT  BARRIER ACTIVE  LAYER  -­‐  CORE  WARMTH CHIC  NO  COMPROMISE  PERFORMANCE CHIC  NO  COMPROMISE  PERFORMANCE CHIC  NO  COMPROMISE  PERFORMANCE CHIC  NO  COMPROMISE  PERFORMANCE PROTECTION  AIRBAG  SAFETY  SYSTEM CYCLIST  SPECIFIC  COMMUTER  BACKPACK

MIN INTENSITY

POSITION OVER LAYER OVER  LAYER OUTER OUTER SINGLE  LAYER SINGLE  LAYER LAYERING LAYERING LAYERING LAYERING LAYERING OUTER/  LAYERING LAYERING BASE  LAYER BASE  LAYER BASE  LAYER BASE  LAYER BACKPACK BACKPACK

LAYERING

LAYER INSULATION INSULATION HARDSHELL HARDSHELL SOFTSHELL SOFTSHELL MID LAYER MID  LAYER BASE  LAYER BASE  LAYER BASE  LAYER SOFTSHELL URBAN  PERFORMANCE URBAN  PERFORMANCE URBAN  PERFORMANCE URBAN  PERFORMANCE URBAN  PERFORMANCE ALPINE/WEEKEND  PACK DAY  PACK

*SUIT ACTIVITY& WEATHER CONDITIONS

STANDALONE

ACTIVITY INTENSITY

MAX TEMP

PIECE HOODED JACKET PANT HOODED  JACKET PANT HOODED  BASE  LAYER PANT SWEATER SWEATPANT STRETCH  LS  TOP STRETCH  SS  TOP LEGGINGS HOODED  WINDBREAKER VEST  -­‐  BODY  WARMER SS  DRESS  SHIRT SHORT LS  DRESS  SHIRT PANT EXTREME  PACK COMMUTER  BAG

SOURCE: http://thenounproject.com/

MIN TEMP

ICONS LABELLING SYSTEM # 1.0 1.1 2.0 2.1 3.0 3.1 4.0 4.1 5.0 5.1 5.2 7.0 7.1 7.2 7.3 8.0 8.1 0.0 0.1

TEMPERATURE

MIX MIX SYN SYN SYN SYN SYN SYN SYN SYN SYN X SYN X MIX MIX MIX SYN SYN SYN SYN


BRANDING LABELS

LABELLING

MILITARY INSPIRED


PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING PLANNINGPLANNING


PLANNING


FABRIC + SOURCING

DEFINING THE MATERIALS.


HIGH TECH.

weatherproof durability

multifunctional breathability compressible

FABRIC CHARACTERICS FOR DEPLOYMENT


PRELIMINARY IDENTIFIED FABRICS

SOURCING HIGH TECH PERFORMANCE FABRICS WHICH HAD A LUXURY FEEL AND WERE MULTIPURPOSE.


SCHOELLER TEXTILES


How Much Do We Sweat Humans simply walking produce 0.25 to 0.5 liters of sweat per hour and up to 1.5 liters during strenuous activity. All this sweat has to move through your clothing system, your gloves, and your footwear. eVent fabrics let sweat escape up to twice as fast as common waterproof membranes. When you sweat more than the fabric can handle, you will eventually soak in your own sweat — the same sweat that is trying to actually cool you down. Worse, when you stop exercising, all that sweat inside your jacket, boots, and gloves makes you feel cold and miserable. This is what is referred to as “post-exercise chill.” source: http://eventfabrics.com/technology/


SCHOELLER TEXTILES


SOURCES: SUPPLIERS EXTREMTEXTIL POINT NORTH ACORN FABRICS

MANUFACTURERS EtaProof Schoeller AG Polartec Gore-Tex

www.extremtextil.de www.profabrics.co.uk www.acornfabrics.com www.stotzfabrics.ch www.schoeller-textiles.com www.polartec.com www.gore-tex.com


Water repellent moisture control heat retention 4 way stretch breathable

WB-400 SOFTSHELL

SWATCHES source: www.schoeller-textiles.com

weight +400g


weight 265g

Water repellent moisture control heat retention 4 way stretch abrasion repellent water repellent

DRYSKIN SOFTSHELL

SWATCHES source: www.schoeller-textiles.com


3XDRY FINISH bacteria control 2 way stretch water repellent moisture control stain repellent

SHAPE SOFTSHELL

SWATCHES source: www.schoeller-textiles.com

weight +230g


Water repellent breathable FALL PROOF. DENIM LIKE. KEVLAR CONTENT

DYNATEC SOFTSHELL

SWATCHES source: www.schoeller-textiles.com

weight +400g


CUT PROOF BREATHABLE UV STOP WATER REPELLENT

KEPROTEC ABRASSION

SWATCHES source: www.schoeller-textiles.com

weight +290g


HIGH PERFORMANCE COMPRESSIBLE WINDPROOF WATER RESISTANT PRIMALOFT ONE

INSULATION

SWATCHES

source: www.extremtextil.de

weight 60-200g


source: www.extremtextil.de

PERTEX

LINING + OUTERSHELL

SWATCHES

ULTRA-LIGHT HIGH STRENGTH WEATHERPROOF

weight 25-60g


weight 70-130g

WATERPROOF WEATHER PROTECTION

DURABLE RESISTANT

OUTERSHELL

SWATCHES

source: www.extremtextil.de


weight 20-40g

LIGHTWEIGHT ULTRA BREATHABLE

LINING

SWATCHES

source: www.extremtextil.de


HI LOFT LOW BULK FLEXIBLE LAYER SOFTSHELL

MID/OUTER LAYER

SWATCHES source: www.extremtextil.de

weight 100-200g


KNIFE PROOF. ENOUGH SAID

ABRASION AREAS

SWATCHES source: www.extremtextil.de

weight 80-150g


*POST TREAMENT SCHOELLER NANOSPHERE = STAIN/ DIRT/ WATER REPEL

SMART REFINED TAILORED SOPHISTICATED

DRESS SHIRT

SWATCHES

source: www.acornfabrics.com


EARLY PROTOTYPING

athletic_one TESTING THE CONCEPT


SOFTSHELL JACKET The cut of this garment has been created to be closes fitting so as to be thermally efficient, which also unrestrictive and does away with the need for many layers. It is extremely breathable, and highly water resistant. A great concept and very functional piece.


SOFTSHELL MITT

These mitts are designed to opperate in the severe cold. They have multiple options for adjustment and closure including a snow gaitor, Compression strap over the wrist, have a kevlar aramid palm and thumb for abrasion and cut protection and elasticated leashes so that the gloves can be removed without dropping them in snow.


GRID FLEECE TOP

Polartec grid fleece has been used for this super efficient baselayer. This piece is designed to be warn next to skin and includes a hood for convenience and effective thermoregulation. This close fitting garment is extremely effective at keeping you warm and dry whilst working extremely hard in cold to mild temperatures. When warn under a lightweight windbreaker, this item can be warn several degrees below freezing and keeps you toasty!!


SOFTSHELL JACKET

This Softshell jacket was made to test the concept of the fibre pile and pertex 6 face fabric. This allows the garment to be extremely windproof and can be worn next to skin. 3 two-way zips are intergrated into this design including full venting from the sleeve to hem and a slantted


SOFTSHELL MITT TOILES


+


5 5 20 20 10 10 15 15 20 20 15 15 30 30 30 30 30 -­‐ -­‐

X X X X X X X X X X X X X X X X X -­‐ -­‐

X X X X X X X X X X X X -­‐ -­‐

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 -­‐ -­‐

3 3 4 4 5 5 5 5 5 5 5 5 4 4 4 4 4 -­‐ -­‐

X X

X X

X X X X X X X X X X X X X X X

X X X X X X

COMPOSITION

-­‐20 -­‐20 -­‐20 -­‐20 -­‐10 -­‐10 -­‐5 -­‐5 5 5 -­‐5 -­‐5 15 15 15 15 15 -­‐ -­‐

WINDPROOF

TECHNICAL SPECIFICATION HI  LOFT  FEATHER  DOWN,  ULTRA-­‐LIGHT HI  LOFT  FEATHER  DOWN,  ULTRA-­‐LIGHT FEATHWEIGHT  -­‐  LOW  VOLUME FEATHWEIGHT  -­‐  LOW  VOLUME HI  LOFT,  ABRASION/WEATHER  RESISTANT HI  LOFT,  ABRASION/WEATHER  RESISTANT REPELS  WATER  &  MOISTURE,  BREATHABILITY REPELS  WATER  &  MOISTURE,  BREATHABILITY REPELS  WATER  &  MOISTURE,  BREATHABILITY REPELS  WATER  &  MOISTURE,  BREATHABILITY REPELS  WATER  &  MOISTURE,  BREATHABILITY REPELS  WATER  &  MOISTURE,  BREATHABILITY LUXURY  FABRICS,  HIGH  TECH  TREATED LUXURY  FABRICS,  HIGH  TECH  TREATED LUXURY  FABRICS,  HIGH  TECH  TREATED LUXURY  FABRICS,  HIGH  TECH  TREATED LUXURY  FABRICS,  HIGH  TECH  TREATED WATERPROOF,  RUGGED WATERPROOF,  RUGGED

SHOWERPROOF

FIT REFINED CONTOURED REFINED  CONTOURED REFINED  CONTOURED REFINED  CONTOURED CLOSE  FITTING  -­‐  WETSUIT  EFFECT CLOSE  FITTING  -­‐  WETSUIT  EFFECT CONTOURED CONTOURED UNRESTRICTIVE  CLOSE UNRESTRICTIVE  CLOSE UNRESTRICTIVE  CLOSE UNRESTRICTIVE  CLOSE REFINED  TAILORED REFINED  TAILORED REFINED  TAILORED REFINED  TAILORED REFINED  TAILORED STREAMLINED  MINIMALIST STREAMLINED  MINIMALIST

WATERPROOF

SPORTS/ USES WINTER  EXTREME  EXPEDITIONS WINTER  EXTREME  EXPEDITIONS BIKE,  MOUNTAIN  SPORTS,  ADRENALIN  SPORTS BIKE,  MOUNTAIN  SPORTS,  ADRENALIN  SPORTS ENDURANCE  SPORTS  -­‐  INTENSE  BREATHABILITY ENDURANCE  SPORTS  -­‐  INTENSE  BREATHABILITY STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE STREETWEAR,  UTILITY,  PERFORMANCE MULTI-­‐SPORTS,  CROSS-­‐OVER  GARMENT SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY SMART  COMMUTER  -­‐  OFFICE  UTILITY EXTREME  SAFETY  BAG  SYSTEM COMMUTING

MAX INTENSITY

FUNCTION WARMTH -­‐  EXTREME  COLD WARMTH  -­‐  EXTREME  COLD WATERPROOF  BREATHABLE  BARRIER WATERPROOF  BREATHABLE  BARRIER ACTIVE  WEATHER  RESISTANT  INSULATION ACTIVE  WEATHER  RESISTANT  INSULATION MOISTURE  WICKING,  ADAPTABLE MOISTURE  WICKING,  ADAPTABLE COMFORTABLE  AND  DRY  -­‐  NEXT  TO  SKIN COMFORTABLE  AND  DRY  -­‐  NEXT  TO  SKIN COMFORTABLE  AND  DRY  -­‐  NEXT  TO  SKIN WIND/  WATER  RESISTANT  BARRIER ACTIVE  LAYER  -­‐  CORE  WARMTH CHIC  NO  COMPROMISE  PERFORMANCE CHIC  NO  COMPROMISE  PERFORMANCE CHIC  NO  COMPROMISE  PERFORMANCE CHIC  NO  COMPROMISE  PERFORMANCE PROTECTION  AIRBAG  SAFETY  SYSTEM CYCLIST  SPECIFIC  COMMUTER  BACKPACK

MIN INTENSITY

POSITION OVER LAYER OVER  LAYER OUTER OUTER SINGLE  LAYER SINGLE  LAYER LAYERING LAYERING LAYERING LAYERING LAYERING OUTER/  LAYERING LAYERING BASE  LAYER BASE  LAYER BASE  LAYER BASE  LAYER BACKPACK BACKPACK

STANDALONE

LAYER INSULATION INSULATION HARDSHELL HARDSHELL SOFTSHELL SOFTSHELL MID LAYER MID  LAYER BASE  LAYER BASE  LAYER BASE  LAYER SOFTSHELL URBAN  PERFORMANCE URBAN  PERFORMANCE URBAN  PERFORMANCE URBAN  PERFORMANCE URBAN  PERFORMANCE ALPINE/WEEKEND  PACK DAY  PACK

LAYERING

PIECE HOODED JACKET PANT HOODED  JACKET PANT HOODED  BASE  LAYER PANT SWEATER SWEATPANT STRETCH  LS  TOP STRETCH  SS  TOP LEGGINGS HOODED  WINDBREAKER VEST  -­‐  BODY  WARMER SS  DRESS  SHIRT SHORT LS  DRESS  SHIRT PANT EXTREME  PACK COMMUTER  BAG

MAX TEMP

# 1 1 2 2 3 3 4 4 5 5 5 7 7 7 7 8 8 0 0

MIN TEMP

RANGE BREAK DOWN BASED ON CONCEPT DESIGN...

MIX MIX SYN SYN SYN SYN SYN SYN SYN SYN SYN X SYN X MIX MIX MIX SYN SYN SYN SYN


SOURCE: http://en.wikipedia.org/wiki/Digital_elevation_model

KEY INSPIRATION

A DIGITAL TERRAIN MODEL is a digital model or 3D representation of a terrain's surface - commonly for a planet (including Earth), moon, or asteroid - created from terrain elevation data.


SYMMETRY & ASYMMETRY


QUILTING


TAILORED REFINED LUXURY SIMPLE CLEAN


INITIAL RANGE

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INITIAL RANGE

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