Clothing, accessory and branding design for SOOPEXCLUSIVE (2017-2021, Delft)
What: Manufacturer selection and collaboration, fabric selection and sampling, prototyping/patterning/sewing, analog graphic design, digital graphic editing, packaging and supply, website back -and front end editing, analytics, branding through social media, advertisement.
Role: Brand owner, head of design, head of manufacturing, head of supply, content creator.
In 2017, I started my own unisex clothing label SOOPEXCLUSIVE. This has been a place where all my ambitions came together in campaigns where I combined branding, product design, spatial design and artworks with each other. My aim was to close the gap between the lack of sustainability and innovation in the fashion industry, by trying to stretch the boundaries of production techniques and material use while using a branding inspired by inclusivity, technology, humor, modern day peculiarities and criticality.
While running the label, I learned a lot about the different facets of having your own business and communicating and collaborating with other businesses. As a sole proprietor, I experienced the process from product design and manufacturing to logistical matters like sales via a website and parcel service to finance and administration. I learned many of these facets and the skills involved along the way. Therefore, I look back on this period as a very valuable, educational and important moment in which I gained lots of clarity about my personal characteristics, future ambitions and goals.
SOOPEXCLUSIVE has been invited to big fashion events like ‘Modefabriek’ and multiple exhibitions to showcase collection installations and exhibitions.
Each clothing collection has a strong character and theme that is reflected through the graphic designs. Behind many of these visuals lies a story that becomes clear when the consumer discovers the hidden messages. All visuals are made by myself in the same graphic style that can be characterised as pop art-ish, colorful, humorous and critical.
Each drawing is first made by hand to preserve the feel and story of the artwork. When completed, it is scanned and translated into a digital version where colors and minor edits are assigned. Here are a few examples that have been integrated into earlier collections on garments.
The name ‘SOOPEXCLUSIVE’ (pronounced as soup) was developed from the way our artworks are created. Each element within the piece can be interpreted individually and can come across as chaotic or dissociated. However, once you connect the elements and see the bigger picture, you get a feel for the meaning behind the piece. Much like a well prepared soup: built up from various ingredients and contained in a bowl like a canvas holds a painting.
In addition to designing the clothing itself, I think it is important that there is strong cohesion between the changing identity of the clothing and the design of the media content; the website and my Instagram page. Because my interests have been within branding as well, I decided to develop and maintain the website myself during the process.
A lot of attention was paid to my Instagram page because 97% of my commercial traffic went through social media. Matters such as advertisements, conversion ratios, product presentation and post-processing were common in this area. Over the years I have learned a lot in the field of running a business, both in the design area and the entire field of marketing and administration.