Newspeak Studio - menswear brand based in The Hague, bringing industrial design practices to garments
The first thing that stands out with Newspeak is that the clothing looks simple on a hanger. It's only when you put it on that the attention to detail becomes apparent. It is mostly designed as an experience for the wearer.
Therefore, with the visual identity I built on the brutalist qualities of the clothes. By minimizing the web design elements, the photos stand out. Close-ups of the fabric and design details bring the viewer closer to the feeling of wearing the clothes.
lookbook.
The lookbook was the most important marketing tool before the collection was launched. It served as an online environment for wholesale buyers to preview the collection before Men's Paris Fashion Week (17th to 22nd of January 2023). Here, again, the pictures took precedence.
labels.
As with the garments, the labels were designed to enhance the experience of the wearer. There are no external branding elements, other than a few stitches visible on the outside of the garment suggesting the year the piece was made in.
The label design started with the material. Made on a shuttle loom, an old slow machine that is rarely used nowadays, the labels had to fit within the size constraints of 9 by 5 cm. The machine could not weave a larger area.
Another design constraint was the number of label iterations that could be produced. Due to MOQ requirements, we had to design universal neck and care labels, which then could be customized by hand to indicate the sizes and materials used.
e-commerce.
The next step is to design and develop the e-commerce section of the website. Below you can see the first designs. It was important to maintain a minimalist design here as well so that the emphasis is on the clothing.
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