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THIS SITE SHOWING:
productdesign
denim and youth branding
Scandinavian design esthetics
visual design in line with brand dna
dr.denim a youth brand for the millennials
MY ROLE:
head of design and buying
managing the design & buying team to create ranges and stories in line with the new brand dna.
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Based in my hometown of Gothenburg - the idea was to re launch the brand as a more global brand showing the strength o the brand and updated DNA of the brand positioning us towards the millennials and creating storytelling ranges together with the team.
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Dr Denim
A Progressive denim brand from Gothenburg, Sweden. Operating in over 32 countries guys and girls full range collections. Focus on the youth market with denim as its staple category.
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The Role
Full responsible for the concept (guys & girls) and the progress of the brand. The role required me to oversee the overall design strategy, creative direction, design and buying process. Overseeing design and fabric+ wash work while also working on hands with the products.
Set the standard for the design and buying organisation. Staff responsible over the design and buying team. Presenting the range and strategy at inhouse line release to owners, , salesteam and marketing. Representing the brand at tradeshows together with the owners and PR department.
SEASONAL STORIES
SPRING - SUMMER
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Art Decoism
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Get back to the 90s, Palm Springs, Miami, and the art deco culture has influenced the art and the vibe, together with bleached out pastels a pinch of the 70s and a great deal of sunlight and the importance of the white together with a big part of blue and black denim, sits behind this seasons collection.
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The art deco movement had its speciality and own design language, found in the Art Decoism range. The colors are all bleached out from primary col and into pastels for a smooth and soft look. rich indigo and blacks together with the white summer.
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SEASONAL STORIES
AUTUMN - WINTER
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BRUTALISM
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Simplicity found in architecture, ways of using design methods and creating garments were implemented, this time the movement of Brutalism, a raw and thought through way of creating houses and buildings with a function and mainly made out of concrete and clean materials. Repeats and functional design are evident in this movement.
Translated onto gamrent created this season, materials with a texture, functions in the garments and a play with silhouettes. Materials with functionality and surface were created to be aligned with the inspiration. The were art clean, raw and simple. Washes varied from blues to blacks with highlighted washes taking inspiration from concrete.
DANIEL IVARSSON
Design director
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