MY UPBRINGING WAS ALL ABOUT SPORTS

In the sports industry, you try to build a pattern for a brand that is very consistent, and which slowly evolves to elevate the pre-existing product.

We try to create a strong DNA which usually consists of product architecture and product innovation.

WHAT DOES PRODUCT ARCHITECTURE MEAN FOR SPORTING APPAREL?

If there is a particular visual element that a brand has been using on one or multiple successful products, you would try to design using this same element, and variations of it, across the entire collection. For The North Face, one of their original products was the Denali Fleece Jacket. It had large black shoulder patches, using an abrasion resistant fabric.

Fortunately for us, as designers today, the fabric they needed for this was only available in black. So the shoulders became black. So now, you see a jacket with black shoulder patches and it is very likely that you think of The North Face.