Digital Sketchbook
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Milla Marie Roberts
Milla- Marie Roberts Student ID - c3579309
research into mki and inspiration for rebranding.
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Milla Marie Roberts
creation of mki miyuki zoku
1964, Ginza, Japan.
the name mki miyuki zoku came from a tribe of 15-25 year olds, male and female who changed traditional fashion.
2010, Leeds, England.
miyuki dori is the street that they would gather on.
zoku means subculture which represents their ivy elauge style.
mki miyuki zoku clothing brand was created by creative director Vik Taylor. 2.
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Milla Marie Roberts
how to make it a unisex brand?
WGSN produced a report in 2015.
“This report highlighted the themes of androgny and unisex fashion that has been emerging since 2011.” (WSGN, 2015, pg 2).
Even though MKI MIYUKI ZOKU is known at the moment as a contemporary mens wear brand, trends with colour, patterns and silhouettes are seen through pop culture trends.
“This shift allows us to consider genderless fashiona s somethign far more fluid than limitless.” (WGSN, 2015, pg 2).
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Milla Marie Roberts
rival unisex streetwear brands?
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“Carhartt WIP forms a division of the American brand Carhartt, one of the first companies to pioneer streetwear int he USA.”
This modifyed Carhartt’s core product characteristics for a different audience of consumers who value refined design and quality while still remaining true to the brands origins.”
(Carharrt, 2021, n.p)
“This brand is for the coming of age, shaped by, and for an audeince who demand something different from fashion.”
“Collusion constantly evolves, being an inclusive, collaborative and experimental as possible.”
(Collusion, 2021, n.p)
“In the late 80’s and early 90’s, a brand was born form southern California surf scene that swept through the clothing landscape to redifine the look and ideology of casualwear.”
“The brand was Stussy, a label that grew origanically from youth movements and inadvertenly revolutionised the clothing business.
(Stussy, 2021, n.p).
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Milla Marie Roberts
mki miyuki zoku
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Milla Marie Roberts
mood board lilac off-white green black navy grey pink 7. 8. 12. 11. 10. 9.
eva rothschild
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eva rothschild, a irish born contemporary artist known for her work creating breath taking sculptures with a range of materials.
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her use of straight lines inspired this pattern due to the minimalistic streetwear look it gives.
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Milla Marie Roberts
mki miyuki zoku instagram
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Milla Marie Roberts
17. 18. 16.
original photograph.
zoomed in the picture making the subject more focused while also adding the repeat pattern to the background.
used outdoor lighting to produce high contast as it determines brightness, darkness, tone, mood and atmosphere.
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Milla Marie Roberts
before and after of the photo editing for insta layout.
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Milla Marie Roberts
original photograph.
zoomed in this picture and lightened in order to fit in with instagram colours.
mki miyuki zoku photo process
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Milla Marie Roberts
original photograph.
changed the colour of the background to help highlight the writing on the jacket.
mki miyuki zoku photo process
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Milla Marie Roberts
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original photograph.
this picture also used in video.
zoomed in this picture and changed the contast coloured in order to make it darker while adding the logo.
mki miyuki zoku photo process
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Milla Marie Roberts
original photograph. zoomed in the picture making the subject more focused without having objects in the background.
mki miyuki zoku photo process
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Milla Marie Roberts
changed the background to fit with the new rebrand of MKI and with this brightened some areas to help create shadow when using the burn tool in photoshop.
logo process and final logo.
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Milla Marie Roberts
mki miyuki zoku logo
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original logo used on most clothing items. new logo created to fit with minimalistic feel and japanese culture.
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Milla Marie Roberts
mki miyuki zoku logo process
logos created too feminine and didnt fit with the new unisex brand.
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Milla Marie Roberts
mki miyuki zoku final logo.
new repeat pattern influenced by eva rothschild and minimalistic streetwear in the 1960’s in Japan.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
first part of the instagram video is a moving video image which has been changed through adjustment layers within premier pro.
zoomed in the new picture and lightened it to make the white jumper stand out.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
original video - used adjustment layers to add brightness into the video. zoomed out the picture to make it a full frame and lightened it to make the colour pallete in the jumper stand out.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
original picture. zoomed in the picture to remove some objects from the picture and darkened the background using photoshop.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
original picture. zoomed in the picture to remove some objects from the picture and used adjustment layer to darken.
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Milla Marie Roberts
use of adjustment layers meant that the videos could be edited in a similar way to the photoshopped pictures. this meant that there could be a cohesive fell within both the instagram layout and the video elements.
prior to exporting all video elements had “legal to full range, 8-bit” added over the top of the motion pictures.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
original picture. zoomed in the picture to remove so many contrasting patterns from the outoodr background while darkening some aspects to create shadow.
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Milla Marie Roberts
mki miyuki zoku final video pictures.
original picture. zoomed in the picture to highlight the history of the ivy league style and show the history of the brand through one main person.
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bibliography.
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Image References
1. MKI Store [image from 1964], Miyuki Zoku tribe, [Online image]. Available from <https://www.mkistore.co.uk/blog/ the-miyuki-tribe> [Accessed 22nd January 2021].
2. Japan Times [image from 1964], How Japan saved American Style, [Online image]. Avaliable from <https://www. japantimes.co.jp/culture/2015/12/05/books/book-reviews/ametora-japan-saved-american-style/> [Accessed 22nd January 2021].
3. MKI Store [image from 1964], Miyuki Zoku tribe, [Online image]. Available from <https://www.mkistore.co.uk/blog/ the-miyuki-tribe> [Accessed 22nd January 2021.
4. Carhartt WIP, 2021 [image screenshot of logo], [Online image]. Available from <https://www.carhartt-wip.com/en> [Accessed 1st March 2021].
5. Collusion, 2021 [image screenshot of logo], [Online image]. Available from <https://www.collusion.com/collection/ Unisex-logo-t-shirt-in-white/11754640> [Accessed 1st March 2021].
6. Stussy, 2021 [image screenshot of logo], [Online image], Available from <https://www.stussy.co.uk/products/stocklogo-crew> [Accessed 1st March 2021].
7. MKI Store [image from 1964], Miyuki Zoku tribe, [Online image]. Available from <https://www.mkistore.co.uk/blog/ the-miyuki-tribe> [Accessed 22nd January 2021].
8. MKI Store [image from 1964], Miyuki Zoku tribe, [Online image]. Available from <https://www.mkistore.co.uk/blog/ the-miyuki-tribe> [Accessed 22nd January 2021].
9. MKI store [2nd March 2020], MKI MIYUKI ZOKU X DICKIES COLLECTION, [Online image]. Available from <https://www. mkistore.co.uk/blog/dickies-mki-collection> [Accessed 22nd January 2021].
10. MKI store [2010], MKI STORE OPENING OF FLAGSHIP, [Online image]. Available from <https://www.mkistore.co.uk/ blog/the-mki-store> [Accessed 22nd January 2021.
11. MKI store [2020], MKI store hoody release, [Online image]. Available from <https://www.mkistore.co.uk/product/ mki-registered-logo-hoody-grey> [Accessed 22nd January 2021].
12. Japan Visitor [2021], Arashiyama Bamboo Forest, [Online image]. Avaliable from <https://www.japanvisitor.com/ kyoto/bamboo-forest> [Accessed 22nd January 2021].
13. Eva Rothschild [2018], Cosmos Sculpture, [Online image]. Available from <https://www.evarothschild.com/works/ cosmos/> [Accessed 31st January 2021].
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14. Eva Rothschild [2017], Image of Eva Rothschild, [Online image]. Available from <https://www.artspace.com/magazine/news_events/conversation-piece/conversation-piece-eva-rothschild-54990> [Accessed 31st January 2021].
15. Eva Rothschild [2009], Natural Beauty sculpture, [Online image]. Available from <https://www.evarothschild.com/ works/natural-beauty/> [Accesssed 31st January 2021].
16. MKI MIYUKI ZOKU instagram @mkistore (2021) A full restock of our latest Sherpa collection is now live. This includes a longer length iteration of the Sherpa track pant. #MKIMIYUKIZOKU, 2nd February 2021 [Online]. Available from <https://www.instagram.com/p/CKzNAz6LvOM/> [Accessed 31st January 2021].
17. MKI MIYUKI ZOKU instagram @mkistore (2021) MKI cinkle Nylon Down jacket with MKI X @nalgene #MKIMIYUKIZOKU, 10th January 2021 [Online]. Available from <https://www.instagram.com/p/CJ3UI5QLKh7/> [Accessed 31st January 2021].
18. MKI MIYUKI ZOKU instagram @mkistore (2021) A full restock of our latest Sherpa collection is now live. This includes a longer length iteration of the Sherpa track pant. #MKIMIYUKIZOKU, 2nd February 2021 [Online]. Available from <https://www.instagram.com/p/CKzNAz6LvOM/> [Accessed 31st January 2021].
19. MKI [2017], MKI studio coach jacket, HBX, [Online image]. Available from <https://hbx.com/men/brands/mki-miyuki-zoku/symbol-coach-jacket> [Accessed 31st January 2021].
20. MKI 2020, MKI Ginza hoody, [Online image]. Available from <https://www.mkistore.co.uk/product/mki-ginza-hoodyblack> [Accessed 31 January 2021].
Academic resources
Carhartt [2021] Carhartt WIP About US [Online] Carhartt Website: Carhartt WIP (Work In Progress). Available from <https://us.carhartt-wip.com/pages/about> [Accessed 3rd March 2021]. Collusion [2021] Collusion About Us [Online] Collusion Website: Collusion. Available from <https://www.collusion. com/about> [Accessed 3rd March 2021].
Stussy [2021] Stussy About Us [Online] Stussy Website: Stussy. Available from <https://www.stussy.co.uk/pages/history-of-stussy> [Accessed 3rd Marc 2021].
The WSGN Content Team [2015] Global Digest - Genderless Fashion [Online]. WGSN Website: WGSN Content Team. Availability <https://www-wgsn-com.ezproxy.leedsbeckett.ac.uk/fashion/article/60471>.
Music Sources Music Sources
Benjamin Tissot [2018/2019] All That. Available from BenSound <https://www.bensound.com/royalty-free-music/track/
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