Retee

Retee is a new type of Fashion label, one set on bringing circular fashion to a wider mainstream audience. The core concept of Retee is to infuse vintage tees with new life with screen-printed designs. Choosing to work with young up-and-coming creatives to also help serve as ambassadors to the pro-sustainability cause we are wanting to be a major part of at Retee. As part of the founding team not only are my creative skills key in the delivery of my roles on the project but also in the formulation of who Retee is, who it’s for, and was a big hand in the formulation of the concept and brief. Utilising my conceptual thinking from the ground level. The goals for the branding strategy were to create something that didn’t feel boring and stuffy, to shy away from cliched globes and green, whites, globes, leaves, and trees. This is what we saw when we did our digging into other circular fashion labels. They were no risks in their communication, they had a very old-fashioned corporate sensibility. We wanted something light and playful with a colourful inclusive look. While also staying away from most mainstream fashion brands that go for a very clean and crisp black and white. This way we could ensure that we would reach the young adult audience. While we developed the logo and branding I worked closely with fellow designer Jake Shakleton working in a collaborative manner where we would bounce ideas back and forth putting spins on each other’s ideas. The first idea isn’t always the best but here it was different. While it did go through variations in visual style the concept was one that we kept coming back to. The added dimensionality to the classic recycle symbol helps give it a more streetwear aesthetic; the switch from arrows to tees does a wonderfully effective job of explaining what Retee does and who they do it for.