AD4606 SUNKEN RAGS BRAND BOOK

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1741 WORDS

CONTENTS CONTENTS CONTENTS CONTENTS

Page 4-5 the

collaboration and its consumer values Page 6-7 responsibility statement Page 8-11 logo development Page 14-17 sunken rags tour t Page 18 - 21 the world tour edit Page 24 - 25 the evolution of the blazer Page 26 - 29 The bowie bolan blazer Page 30- 39 product photoshoot Page 42-45 totally tote Page 46 - 47 packaging Page 48-49 stock pricing Page 50-55 advertisement Page 56-57 website mock up Page 58-59 spotify

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SUNKEN RAGS WILL CARRY ON THE STUSSY LEGACY OF MAKING WAVES WITHIN FASHION. BRINGING A NEW FLAMBOYANCE TO STUSSY, NEVER SEEN BEFORE. OFFERING A NEW OPTION, THE OPTION OF SHOPPING SPARKLES. THAT DON’T COST THE EARTH AND THAT ARE MADE FOR EVERYONE. NOT JUST CATERING TO A FEMALE AUDIENCE. SUNKEN RAGS WILL CHANGE THE GAME, CHALLENGING “TRADITIONAL” (OUTDATED) STEREOTYPES REGARDING GENDER AND FASHION. BREAKING THE LINK BETWEEN WHAT IS DEEMED FEMALE FASHION AND MALE FASHION. ELIMINATING THE SEGREGATION OF THE TWO. MAKING THE STATEMENT THAT FASHION IS FOR ALL GENDERS AND SHOULDN’T BE LABELLED. CONTINUING WHAT GLAM ROCK STARTED WITH ITS GENDER BENDING IDEAS. COLLABORATING WITH GLAM ROCK WILL BRING IN A NEW CONSUMER FOR STUSSY. A CONSUMER THAT WANTS TO STAND OUT. A CONSUMER THAT SAYS NO TO OUTDATES IDEOLOGIES. A CONSUMER THAT IS ENVIRONMENTALLY CONSCIOUS. THE NAME OF THE COLLABORATION DRAWING IN THOSE GLAM ROCK MUSIC LOVERS. USING THESE REFERENCES TARGETS A SECOND CONSUMER, MAYBE SOMEONE THAT PREVIOUSLY HADN’T CONSIDERED SHOPPING AT STUSSY. POSSIBLY CREATING A NEW STUSSY TRIBE, MERGING STREETWEAR WITH FLAMBOYANCE. THE AIM OF THE COLLABORATION IS TO BRING GLAM ROCK TO EVERYDAY FASHION AGAIN. FREEING GLAM ROCK OF THAT FANCY DRESS BOX. BRINGING GLAM ROCK TO THE STREETWEAR SCENE, INTRODUCING FLAMBOYANCE FOR ALL GENDERS AGAIN. MAKING GLAM ROCK AND ANDROGYNY MORE ACCEPTED WITHIN OUR SOCIETY. THE MORE IT’S SEEN THE MORE IT WILL BE REPLICATED. IT’S ABOUT MAKING PEOPLE FEEL COMFORTABLE WITH EXPRESSING THEMSELVES.

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THECOL THE COLLABORAT COLLABORATION

THE co LLABORATION TION

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& CONSUMER

FIGURE 1. PHOTOGRAPH OF PINK SEQUINS

responsibility responsibility

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NOT ONLY DOES THE COLLABORATION HAVE GLAM ROCK, STREETWEAR AND GENDER INCLUSIVITY AT ITS HEART. IT ALSO CONSIDERS ETHICS, SUSTAINABILITY AND THE EFFECTS OF THE COLLABORATION ON THE ENVIRONMENT. A VERY IMPORTANT ISSUE WAS THE POSSIBILITY OF BRINGING MORE ITEMS OF CLOTHING INTO AN ALREADY OVERFLOWING WORLD. NOT TO MENTION THE FACT THAT THE PRODUCTION OF CLOTHING ACCOUNTS FOR ROUGHLY 8% OF GLOBAL CO2 EMISSIONS. (KLARNA) TO SOLVE THIS ISSUE, I DECIDED TO NOT PRODUCE ANY NEW GARMENTS. ONLY REPURPOSING AND UPCYCLING STUSSY’S CURRENT STOCK AND DEADSTOCK. THE ONLY PRODUCT ACTUALLY BEING BOUGHT IN, BEING THE FEATHER BOAS FOR THE BLAZERS. OF WHICH I WOULD PURCHASE FROM A SMALL BUSINESS. ANOTHER ISSUE FACED WAS THE PROMINENCE OF GLITTER DURING THE GLAM ROCK MOVEMENT. SOMETHING THAT HAD TO BE INCLUDED TO ACHIEVE THAT GLAM ROCK ESSENCE WITHIN THE COLLABORATION. HOWEVER, GLITTER CONTRIBUTES SIGNIFICANTLY TO POLLUTION. (DELGADO, 2022) GLITTER IS A TYPE OF MICROPLASTIC, HARMFUL TO BOTH ANIMALS AND HUMANS. (RAVISETTI, 2021) MICROPLASTICS ARE NOT BIODEGRADABLE AND AS A RESULT CAN HARM MARINE WILDLIFE. TO COMBAT THE ISSUE OF GLITTER, NOT A SINGLE ITEM WITHIN THE COLLABORATION WILL USE GLITTER. INSTEAD USING A PRINT OF GLITTER, CREATING THE SAME EFFECT, THAT DOESN’T COST THE EARTH. MAKING ENVIRONMENTALY FRIENDLY STREETWEAR.

CARBON FOOTPRINT CARBON FOOTPRINT

TO ELIMINATE THE ENVIRONMENTAL IMPACT OF THE COLLABORATION, I HAVE NOT ONLY CONSIDERED MATERIALS USED AND PRODUCED. BUT ALSO, THE CARBON FOOTPRINT OF THE COLLABORATION. AFTER RESEARCHING INTO THE CARBON EMISSIONS OF BOTH RETAIL SHOPPING AND E-COMMERCE. I HAVE DECIDED ONLY TO OFFER THE SUNKEN RAGS COLLECTION ONLINE, ON THE STUSSY WEBSITE. AS RESEARCH COMMISSIONED BY AMAZON AND PUBLISHED BY OLIVER WYMAN, SHOWS THAT ECOMMERCE IN EUROPE HAS A LOWER ENVIRONMENTAL IMPACT THAN IN STORE SHOPPING. (STEVENS, 2021) WITH IN-STORE SHOPPING RESULTING IN AN INCREASE OF BETWEEN 1.5 AND 2.9 TIMES MORE GREENHOUSE GAS EMISSIONS THAN ONLINE SHOPPING. (WYMAN, 2020) THE REPORT ALSO POINTED OUT THAT ALTHOUGH ONLINE SHOPPING REQUIRES BEING DELIVERED TO THE CUSTOMER, THESE DELIVERIES REDUCE CAR TRAFFIC BY BETWEEN 4 - 9 TIMES. OVERALL GENERATING LESS CO2 CAR EMISSIONS. AS IN STORE SHOPPING REQUIRES TRAVELING TO SORE – BOTH CUSTOMERS, STAFF AND DELIVERY OF PRODUCT. ANOTHER POINT FAVOURING ONLINE SHOPPING SHARED BY WYMAN, “LAND USE FOR E-COMMERCE IS LOWER THAN FOR PHYSICAL RETAIL, WHEN LOGISTICS, SELLING SPACE, AND RELATED PARKING SPACE ARE INCLUDED.” (WYMAN, 2020) AS A COLLABORATION THAT PROMISES TO DO BETTER, THIS DECISION TO ONLY SELL THE COLLECTION ONLINE WAS CRUCIAL.

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LOGO DEVELOPMENT

FIRSTLY, THE COLLABORATION IS NAMED AFTER THE GLAM ROCK HIT, SUNKEN RAGS BY T.REX (1972). WHEN TRYING TO FIND A SONG THAT WOULD FIT WITH MY COLLABORATION, SUNKEN RAGS WAS PERFECT. RELATING TO CLOTHING AND EMBODYING GLAM ROCK AT THE SAME TIME. INVOLVING THE FANS OF GLAM ROCK BRINGING IN ANOTHER CONSUMER. INSPIRED BY CHRISTOPHER SHANNON. WHO OFTEN NAMES HIS COLLECTIONS AFTER SONGS.

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WHEN IT CAME TO CREATING THE LOGO FOR THE COLLABORATION. IT WAS IMPORTANT TO STILL INCLUDE ELEMENTS OF THE ORIGINAL STUSSY LOGO. AS THIS IS A COLLABORATION NOT A NEW BRAND. TO CREATE THE LOGO I WANTED TO RECREATE SHAWN STUSSY’S HANDWRITING. FINDING AND DOWNLOADING A FONT SIMILAR. NAMED, LOST IN SOUND. FITTING AS THE GLAM ROCK MOVEMENT WAS SO HEAVILY MUSIC DRIVEN. MERGING THE NEW FONT WITH THE DISTINCTIVE STUSSY S’. AUTOMATICALLYASSOCIATING THE COLLABORATION WITH STUSSY JUST BY THE USE OF A PARTICULAR FONT.

LOGO DEVELOPMENT

FINAL DESIGN

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WORLD TOUR T WORLD TOUR T WORLD TOUR T WORLD TOUR T WORLD TOUR T WORLD TOUR T WORLD TOUR T WORLD TOUR T

X X X

CAUSE BRANDING

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THE DECISION BY A BRAND TO RAISE AWARENESS AND MONEY, TO DONATE TO A CHARITY OF THEIR CHOICE. OFTEN INCREASING PROFIT AND CONSUMER ENGAGEMENT.

STUSSY’S 40TH ANNIVERSARY

STUSSY ARE WELL KNOWN FOR THEIR WORLD TOUR T SHIRTS. IN 2020 STUSSY COLLABORATED WITH DESIGNERS ACROSS THE WORLD. EACH DESIGNER WAS GIVEN THE CLASSIC WORLD TOUR T AS A BLANK CANVAS, FOR THEM TO CREATE WHATEVER THEY DESIRED. THESE DESIGNERS INCLUDING RICK OWENS, VIRGIL ABLOH, MARC JACOBS AND TAKAHIRO MIYASHITA. ALL OF WHOM REPRESENT DIFFERENT CITIES AND COMMUNITIES THAT HAVE INSPIRED STUSSY. (STUSSY, 2020) WITH A PORTION OF THE PROCEEDS FROM EACH T-SHIRT BEING DONATED TO A CHARITY OR ORGANISATION OF THE DESIGNER’S CHOICE. (STUSSY, 2020)

CAUSE BRANDING WITHIN MY COLLABORATION

MY HOPE WOULD BE TO RAISE FUNDS THROUGH THE SALE OF THE PEICES WITHIN THE COLLABORATION. WITH A PORTION OF THE PROCEEDS GOING TO THE SECONDARY BREAST CANCER CHARITY, MAKE SECONDS COUNT. A CHARITY THAT IS CLOSE TO MY HEART.

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SUNKEN RAGS WORLD TOUR T SUNKEN RAGS WORLD TOUR T SUNKEN RAGS WORLD TOUR T 16

A STAPLE PIECE OF STUSSY’S HISTORY IS THE CLASSIC WORLD TOUR T. AN ITEM THAT HAD TO BE INCLUDED IN THE COLLABORATION! THIS PIECE AND ITS SUBTLE DESIGN IS MEANT FOR EVERYONE. A BRIDGE PIECE IF YOU WILL. STILL OFFERING THAT GLAM ROCK EDGE BUT IN AN EVERYDAY PIECE. OFFERING THAT CLASSIC STUSSY LOOK WITH SUNKEN RAGS BRANDING. THIS PARTICULAR DESIGN WOULD BE PRODUCED IN 4 GENERAL SIZES, S,M,L, XL. SUITABLE FOR ALL GENDERS AND BODIES, AS THE MAIN DESIGN FEATURE IS THAT THE ITEM IS ADJUSTABLE, DUE TO THE TIE BACK DESIGN ELEMENT. OFFERING THAT 70’S ANDROGYNOUS FASHION. GIVING PEOPLE THE CHOICE OF SHOPPING SPARKLE NO MATTER THEIR GENDER, EHILST ALSO NOT HAVING TO WORRY ABOUT FIT DUE TO THE NATURE OF THE DESIGN AND ITS ADJUSTABILITY! TARGETING ONE OF THE MAIN CONCERNS SHARED BY MY TARGET CONSUMER (FIT).

D E S I G N USING PRELOVED AND DEADSTOCK PLAIN STUSSY T SHIRTS AND UPCYCLING THEM. MEANING THE DESIGNS WILL COME IN A VARIETY OF COLOURS. ALTERING SAID T SHIRTS BY REMOVING THE SLEEVES AND REMOVING A PORTION OF THE BACK OF THE T SHIRT (HEMMING ALL RAW EDGES) CREATING THIS TIE BACK, TANK TOP DESIGN. THE ALTERED T’S WOULD THEN BE SCREEN PRINTED WITH THE WORLD TOUR GRAPHICS AND SUNKEN RAGS LOGO. AGAIN, NOT USING GLITTER, ONLY USING A PRINT OF GLITTER. IN AN ATTEMPT TO MAKE THE COLLABORATION AND ITS ITEMS ENVIRONMENTALLY FRIENDLY. FOLLOWING THE VALUES OF GEN Z.

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THE WORLD TOUR T EDIT

TRYING TO FIND THE BALANCE. SUNKEN RAGS, THE COLLABPRATION THAT BRINGS THE FLAMBOYANCE OF GLAM ROCK TO STREETWEAR. BUT IN A MORE UNDERSTATED MANOR... AS THE GLAM ROCK MOVEMENT AND ITS LEADERS TENDED TO BE RATHER THEATRICAL. SUNKENRAGS ATTEMPTS TO MAKE GLAM ROCK WEARABLE WITHIN THE STREETWEAR SCENE. SELECTING CERTAIN AREAS/ STYLE CHOICES THAT ARE SUITABLE FOR OUR TARGET MARKET. REPLICATING AND INTERGRATING SAID DESIGNS WITHIN THE COLLABORATION AND THE 21ST CENTURY.

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THE EVOLUTION OF THE BLAZER ONE ITEM OF CLOTHING THAT STOOD OUT IN PARTICULAR FROM THE GLAM ROCK ERA, WAS THE BLAZER. AN ITEM THAT HAS STOOD THE TEST OF TIME. A GARMENT OF MANY NAMES... JACKET, SUIT, BLAZER, OVERCOAT. AND AS STUSSY LIKE TO CALL IT, SPORT COAT. A CLEVER WAY OF BRINGING FORMAL ATTIRE TO STREETWAER, LURING IN A NEW CUSTOMER. MY IDEA MERGING THE BEGININGS OF WHAT STUSSY ARE DOING IN REGARDS TO FORMAL WEAR, WITH GLAM ROCK. THIS IS WHERE THE FEATHER BOAS COME IN...

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THE BOWIE BOLAN BLAZER THE BOWIE BOLAN BLAZER

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FIGURE 2. STUSSY SPORT COAT EDITED BY CHLOE THOMSON

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TOTALLY TOTE

THE TOTE A MORE ENVIRONMENTALLY FRIENDLY OPTION TO CARRY SHOPPING, SCHOOL BOOKS OR EVEN JUST TO ADD TO YOUR OUTFIT. A WAY TO SHOW YOUR LOYALTY TO A BRAND. ACCESSIBLE FOR ALL CUSTOMERS. WHILST ALSO OFFERING FREE ADVERTISEMENT FOR THE COLLABORATION. THIS TOTE SPELLING OUT EXACTLY WHAT THE COLLABORATION IS ALL ABOUT. AGAIN USING OFF CUTS/ WASTE FABRIC AS WELL AS DEAD STOCK TO CREATE THE TOTE.

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LOST IN SOUND LOST IN SOUND

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LOST IN SOUND LOST IN SOUND

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PACKAGING PACKAGING PACKAGING PACKAGING PACKAGING PACKAGING PACKAGING SUNKEN RAGS PRIDES ITSELF ON ITS CONSCIOUS ATTITUDE. FROM PRODUCTION TO PACKAGING. ANNUALLY, THE UNITED KINGDOM GENERATE OVER TWO MILLION METRIC TONS OF PLASTIC PACKAGING WASTE. EQUATING TO ROUGHLY 36 KILOGRAMS OF PLASTIC PACKAGING WASTE PER PERSON. (TISEO, 2021) THIS IS A HUGE PROBLEM THAT NEEDS TO BE FACED AND SOLVED. SUNKEN RAGS AIMS TO DO ITS PART. ONLY USING RECYCLABLE MATERIALS AS PACKAGING. FROM BIODEGRADABLE TAPE TO COMPOSTABLE PACKAGING BOXES THAT ALSO OFFER A SELF SEAL STRIP. ELIMINATING THE NEED FOR TAPE ALL TOGETHER.

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PACKAGING

STOCK STOCK STOCK STOCK STOCK STOCK STOCK STOCK STOCK STOCK STOCK 48

PRICING PRICING PRICING PRICING PRICING PRICING PRICING PRICING PRICING PRICING PRICING

TOTALLY TOTE - £30 MADE USING RECYCLED FABRICS ALREADY PRODUCED

BY STUSSY. THEN DYED AND SCREEN PRINTED.

BOWIE BOLAN BLAZER - £120 MADE USING THE STUSSY PATTERNED SPORT COAT, ALREADY PRODUCED BY STUSSY. WITH THE ADDITION OF A FEATHER BOA - SOURCED FROM A SMALL BUSINESS. ELBOW PATCHES - GLITTER PRINTED ONTO FABRIC, CUT OUT INTO A STAR SHAPE AND SEWN ONTO THE BLAZER. AS WELL AS THE ADDITION OF A SEWN ON LOGO ONTO THE PROCKET FLAP.

WORLD TOUR T - £40 MADE USING T SHIRTS ALREADY PRODUCED BY STUSSY. POSSIBLE FAULTY T’S AND DEASTOCK. PRINTED WITH THE ADDITION OF SUNKEN RAGS GRAPHICS (LOGO) AS WELL AS TEXT.

PLUS DELIVERY OF PRODUCTS TO CUSTOMER - CALCULATED AT THE END OF ONLINE SHOPPING.

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ADVERTISEMENTT ADVERTISEMEN

EXPERIMENTATION WITH ADVERTISEMENT INCLUDING, A PROMOTIONAL VIDEO, THE USE OF TOTE BAGS AS FREE ADVERTISEMENT AS WELL AS ADVERTISEMENT ON STREET SIGNS. PINPOINTING THE STREETWEAR ASPECT OF THE COLLABORATION, A PLAY ON GENRES IF YOU WILL. MAKING SUNKEN RAGS KNOWN ON THE EVERYDAY SCENE. AIMING TO BRING GLAM ROCK TO EVERYDAY LIFE AGAIN. EXPERIMENTING WITH FORMS OF EYE MAKEUP TO CREATE THAT GLAM ROCK STYLE.

I HAVE CREATED A PROMOTIONAL VIDEO OFFERING A TASTE OF THE GLAM ROCK LIFE. ADVERTISING A LIFESTYLE NOT JUST A PRODUCT. JUST AS THE INTERNATIONAL TRIBE DOES, AIMING FOR ORGANIC GROWTH AND CONSUMER INTEREST. AS WELL AS PROMOTING BRAND LOYALTY.

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OCK UP WEBSITE MOC UP WEBSITE M K UP WEBSITE MOCK

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the sunken rags soundtrack the sunken rags soundtrack

58 FIGURE 3. SPOTIFY PLAYLIST

SCAN ME

MUSIC WILL PLAY IN THE BACKGROUD WHILST YOUR SHOPPING TO CREATE AN EMERSIVE EXPERIENCE, AND REALLY HELP EMULATE GLAM ROCK. ALSO A LINK TO A PLAYLIST SPECIFICALLY MADE FOR THE COLLABORATION.

RECEIPTIFY EDIT BY CHLOE THOMSON

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REFERENCES DELGADO, C. (2022, MARCH 9). YES, GLITTER REALLY IS BAD FOR THE ENVIRONMENT . Retrieved from DISCOVER: https://www.discovermagazine.com/environment/yes-glitter-reallyis-bad-for-the-environment KLARNA. (n.d.). KLARNA CARBON FOOTPRINT TRACKER. Ravisetti, M. (2021, NOVEMBER 11). GLITTER IS AN ENVIRONMENTAL DISASTER. Retrieved from C/NET SCIENCE: https:// www.cnet.com/science/glitter-is-an-environmental-disaster-so-scientists-invented-an-eco-friendly-version/ STEVENS, B. (2021, APRIL 13). ECOMMERCE CREATES NEARLY 3 TIMES LESS CO2 THAN PHYSICAL RETAIL .

Retrieved from CHARGED - RETAIL TECH NEWS : https://www. chargedretail.co.uk/2021/04/13/ecommerce-creates-nearly-3times-less-co2-than-physical-retail/ STUSSY. (2020, 11 16). STUSSY WORLD TOUR COLLECTION. Retrieved from STUSSY: https://www.stussy.co.uk/blogs/features/ stussy-world-tour-collection TISEO, I. (2021). PLASTIC WASTE IN THE UK . STATISTA. WYMAN, O. (2020). IS E-COMMERCE GOOD FOR EUROPE ?

OLIVER WYMAN.

IMAGE REFERENCES

FIGURE 1. PHOTOGRAPH OF PINK SEQUINS RETRIEVED FROM https://www.gettyimages.co.uk/detail/photo/pink-sequins-background-royalty-free-image/1182312744?adppopup=true FIGURE 2. STUSSY SPORT COAT - EDITED BY CHLOE THOMSON RETRIEVED FROM https://www.stussy.co.uk/search?type=product&q=SPORT+coat FIGURE 3. SPOTIFY PLAYLIST RETRIEVED FROM https://open.spotify.com/playlist/1JYtOeh2b22nzQG49YDdIz?si=8bbe8a3c7b2a4040