FInal Major Project “Youth power rests in their numbers, education and ICT communication. Comprising over 40% of the world’s population, young people under 25 are the largest youth cohort in history, the best educated and the most connected via the Internet.” – (Kimball, 2014) Circa 1994 is a consumer focused lifestyle brand, energized through the millennial populations infatuation with digital culture. In a world which faces daily corruption and disaster, divided by opinions and democracy we look to this generation of survivalists as leaders, activists and equals. The brand exploits the consumer’s hyper connected lifestyle and helps to communicate the ambiguous realm of the virtual world. The merchandise offers consumers recognition in the outside world and acts as powerful source of collective identity. The brand intends to inspire an underground community who will positively support and become advocates of the brand. Its merchandise intends to be informative and influential, initiating proactive implications back into western culture.
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RESEARCH
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MOOD + COlour
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HOODY DESIGN
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WEBSITE LAYOUT
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FAD Competition
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