brandbook
contents
Chapter 1: Chapter 2:
Born in Britain, Raised in Japan
Chapter 3: Chapter 4: Chapter 5:
From Derby to Japan
What Are we Made Of Who We Met On the Way
How we Look & How we Talk
Chapter 6:
Our Next Venture
Chapter 1
Our story
Chapter 2
born in britain, raised in japan.
Our ethos
We don’t tell stories, we tell you what really happened.
Manifesto
Chapter 3
what are we made of
Our values
there is more to us than displaying a classic style or following a trend. we have cherished what we have learnt in britain and japan and aim to translate that into everything r.newbold.
Our values
We believe in finding that balance British humour has a unique and self-deprecated side to it but whilst staying in Japan, Robert was told of Shibui; the balance of simplicity with complexity. We believe you should not compromise your personality in the search for quality workwear designs. It is not about taking yourself to seriously. It’s about staying rooted to where you came from, but being open minded enough to appreciate what other cultures have to offer.
We are
CREATIVE VISION
Cultured Hard working Honest Thoughtful Well rounded Down to earth creatives
Considered Witty Creative Design aware
OUR MUSES
THE AUDIENCE THEN FEELS
Gene Will
Appreciated Considered Trusting Understood
Chapter 4
who we met on the way.
There is an unexpected juxtaposition when remaining rooted to Britain whilst appreciating time spent in Japan. There is a certain eye that will notice the unusual detail, whether this is in the fabric, the texture or the construction. Each piece has story to tell.
Muse 1
Will Kemp Graphic design
“I have a old shirt from R. Newbold (bought about 6 years ago and still one of my favourites) but I havent heard from the brand since.” “One thing I really like about shopping in the flesh is that I get to see fabric and construction much better.”
Muse 2
gene chui Marketing
‘Brands who visibly show a love for their product and want to achieve something opposed to fast fashion and a focus on turnover - something you’re proud to wear.’ ‘Quality in product, well-made, lasting garments, not trend lend, items which can be worn for a lifetime opposed to thrown away after a season.’ Favoured Brands; Aesop, COS, Our Legacy, Norse Projects, Penfield.
Its nice to see something that is well designed and well made. Its not about selling a lifestyle experience, with a cooler than thou attitude.
how we look Classic British designs with contemporary Japanese detailing.
creative vision
THE LOGO Our logo aims to represent the R.Newbold story much like our product. We begin with the sewing machine, that was the original source of the brands existence. Followed is the brand strapline, and finally our appreciation of Japan with R.Newbold translated in Japanese.
Typeface
R.NEWBOLD Porter
creative vision
Chapter 5
HOW WE COMMUNICATE
IT IS NOT JUST DESIGN THAT REPRESENTS R.NEWBOLD BUT ALSO WHAT CONVERSATIONS WE ARE HAVING.
Chapter 6
our next venture. R.Newbold will continue to collaborate with exciting and upcoming designers. We remain true to the story of R.Newbold, by selling Britishness in a more refined way, demonstrating a cultural balance of what we have learnt in our past whilst producing quality and well made workwear for the creatives of Great Britain.
Credits: Model: Robin Hughes Photographer: Alannah Pummell Photographer Assistant: Emma Morgan Styling and Art direction: Julia Harvey, Molly McGarry, Charlotte Yau