Double Negative
Double Negative is a streetwear brand focused on bold, statement pieces like graphic tees, hoodies, and oversized jackets that stand out. The name Double Negative came from the idea of flipping perspectives. It takes something seen as a “negative” and turning it into a positive, breaking rules to create something unexpected. We want the name to give off a vibe of challenging norms and being unapologetically bold. Double Negative is all about individuality and fearless expression, a brand for those who don’t follow the crowd but make their own path. Our story is rooted in supporting people who are proud to be themselves, using fashion as a way to say, “This is me.” Without our community of rebels and creatives, Double Negative wouldn’t exist.
BOLD. EDGY.
UNAPOLOGETICALLY YOU.
SKETCHES:
THEME: AFTER HOURS
After Hours is inspired by the energy and excitement of city nightlife. We wanted to create a brand that feels bold, adventurous, and inspired by the late-night vibe of neon lights, underground scenes, and hidden gems in the city. To do this we feel mixing dark colors with pops of neon colors will show off the neon lights and still give the late night aesthetic. Double negative is all about being unapologetically yourself now matter what. It is made for young fashion lovers who want to push the boundaries, giving a cool and empowered look. After hours captures the vibe of the crowd we are targeting. Young, fun, adventurous people who are all about experiencing every aspect of life. It is for the type of people you'd find at a cool underground rave or the after events. We are inspired by the nightlife scene and want to bring more of an edgy cool vibe to the people that live the lifestyle.
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FINAL PROJECT:
