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make

/mÄ k/

verb form (something) by putting parts together or combining substances; construct; create.


contents About The Company Style Guide Storefront Website Advertising Products


about For as long as men have lived, men have been making. It’s what their hands were meant to do. From blacksmiths to tailors, most of the great makers of the world have been men. Yet, somewhere along the way, skills were forgotten, hands were made idle, men lost their desire to make. Enter the Rugged Seam, a revolution for men who make and men who want to make. With a modern spin on a traditional craft, the Rugged Seam provides a masculine, no-frills approach to sewing and knitting. Gone are the days of men having to rifle through flowery fabrics and feminine yarns, of joining grandmother’s knitting circles and sewing skirts to learn. The Rugged Seam provides a comfortable, masculine storefront and community for men to engage in crafts that are predominantly geared toward women. A one-stop sewing and knitting shop tailored exclusively toward men, the Rugged Seam is a place for those who value the quality of a well-fitted shirt, the texture of a thick, chunky wool, and the joy of making things with their own two hands.


style guide The Rugged Seam logo was designed to reflect a modern approach to tradition. The logo is meant to represent an abstraction of both the running stitch in sewing, by the spaced rectangles of the design, as well as the knit stitch in knitting, by the arrowhead shape. The serif typeface was chosen to convey a sense of the traditional, as well as the masculine. The contrasting colours of brown-orange and deep gray-blue were chosen for their conveyance of the tones of autumn forests and lakes, which highlights the sense of masculinity and brings forth connotations of ruggedness. The stationery utilizes a handmade paper texture, which emphasizes the traditional and hand-made. When combined with the abstraction of the logo and the die-cut notch in the business card and buckslip, the stationery also connotes simplicity and modernity, emphasizing the ethos of the company.


St Marie Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

C=20 M=66 Y=100 K=6

Helvetica Neue Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

C=83 M=65 Y=43 K=27

OSTRICH SANS BLACK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9


store The Rugged Seam storefronts allow plenty of light to better see the fabrics and yarns available. Located in Vancouver, Toronto, Montreal, Brooklyn, Austin, Portland, and San Fransisco, the stores are built in traditional spaces, preferably with exposed brick or aged wood. Fabrics are organized on shelves on bolts, and yarns are kept in cubbies for easy perusal. Each store contains a workroom, with sewing machines and cutting tables where classes are held as well as open work times for men who want to work on individual projects. The stores also contain plenty of comfortable seating, so men can sit and knit or just hang out. At the back of each store is a beer bar, to further emphasize the comfortable space of the stores, as well as to enhance the sense of community by encouraging men to hang out with a beer or grab one while they browse.


website Along with physical storefronts, the Rugged Seam has a website where men can purchase all of the items available for sale in the stores. This way, men living in areas where there are no storefronts can still purchase products tailored exclusively toward them. The website design is simple and easily navigable, so men can quickly find the products they need. Each product category has a landing page where men can choose the specific type of product, based on fiber content or weight, which then takes them to a page like the Merino Wool product page shown, where they can select the colour and quantity. Men can also sign up for classes on the website, as well as purchase patterns. The website is also iPad friendly, for men on the go.


about

yarn

fabric

patterns

notions

kits

classes

contact

è ð

merino light 100% superwash merino wool Fingering weight yarn Hand dyed in Canada 420 yds (384 m) / 50 grams

gauges 6 stitches to 1” // US 4 (3½ mm) 7 stitches to 1” // US 2 (2¾ mm) 8 stitches to 1” // US 0 (2 mm)

Would you like to order a Shade Card?

$21.00 / skein

Color

Quantity

31 Woodsmoke

1

add to cart

© 2013 The Rugged Seam. All rights reserved.

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about

yarn

fabric

patterns

notions

kits

classes

contact

è

For men who make.

© 2013 The Rugged Seam. All rights reserved.

SUBSCRIBE TO OUR NEWSLETTER Sign up

cart


adVeRtising The Rugged Seam utilizes both outdoor and print advertising (in men’s magazines such as Esquire and Nylon Guys), as well as the company delivery trucks to promote the store. The ads feature large photographs of either traditional tools or men who convey the ethos of the company through wearing handmade items and looking masculine or rugged. These ads both play into the idea of tradition, as well as allow the audience to identify with the men in the advertisements and want to learn more about the store. Featuring men both young and old, the Rugged Seam ads appeal to many generations and types of men, from the hip to the outdoorsy. With little more than the logo and slogan, the ads leave the audience wanting to know more about the company, and inspire them to look it up.


products The Rugged Seam sells both promotional items, like the beer mugs used in the beer bar, flasks, wallets, key fobs, and journals, as well as traditional sewing and knitting items like fabrics, yarn, and tools. Some items are Rugged Seam Brand, such as Rugged Seam yarns and Rugged Seam tool kits, but most items sold are made by other companies, in the line of traditional sewing and knitting stores. The Rugged Seam also sells learn-to-knit books as well as has course catalogs available as further branding items. One of the unique products of the Rugged Seam is the project kit. A trend that’s slowly starting to develop, project kits are especially useful for new makers as well as those who have difficulty when faced with many choices. The project kits are available for both sewing and knitting, and contain all the necessary supplies—fabrics, yarns, knitting needles, thread, etc.—to make the included pattern. On the outside of the kits are hang-tags which list the category (knitting or sewing) as well as the pattern, supply list, and a swatch of the provided fabric or yarn.


thank you


S berkes  
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