For this project I was asked to create a graphic focused menswear capsule for the exclusive ASOS brand - Reclaimed Vintage. 

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"Sonder (verb) The realization that everyone is living their own vivid life."

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He is part of Generation Y/Z, a vibrant true millennial; making decisions with purpose, aiming to make a difference and full of ambition. Curious about the past and future, he finds comfort in nostalgia, but this does not define him. With unlimited accessibility he is constantly reinventing himself, challenging the status quo and longs to stay youthful. As his appetite for authenticity grows in a saturated market, he discovers his style through a “pick & mix” approach, creating eclectic and playful mash-ups using vintage and contemporary streetwear. Living in this uncertain time, he finds escapism more desirable than ever. New experiences and travel to new worlds (both real and digital) spark fire in his soul, stimulating his visual and emotional senses and inspiring feelings of sonder.

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Nearly 20 years since Y2K and we find ourselves reminiscing, trying to escape to “simpler times” as our uncertainty for the future grows. We look back to when video killed the radio star, when acid techno filled our weekends and when light effects on our recently developed Fuji films were a nuisance not a trend. Y2K aesthetics flood the catwalk through cut-and-paste graphics, rave poster references, surreal extraterrestrial themes and expressive customization. With all the crazy that continues to spread across this world, people are ready to smile and experience some fun. Playful designs and colours create conversations and an aura of nostalgia that many of us are looking toward.