Individual individuals. is a clothing brand I started in the summer of 2023.
Mission Statement:
“To empower individuals to lead fulfilling lives by embracing uniqueness, discipline, and a commitment to personal growth. To challenge the comfort of mediocrity and inspire a mindset that seeks excitement and appreciation of everyday life. When you choose Individual individuals. apparel, it is not just a purchase but a promise—a commitment to take the first step towards becoming an Individual individual or to continue the journey with determination. Honor The Brand signifies embracing the path of authenticity, robust determination, and perseverance.”
'Honor The Brand' A Call To Action
Individual individuals. positions its apparel as more than just a purchase but a promise, emphasizing a transformative experience and a commitment to a certain lifestyle. Core values such as discipline, commitment, personal growth, and authenticity are pillars of its identity.
‘Honor The Brand’ is a call to action designed to encourage and inspire customers to respect the commitment they made when purchasing the apparel. To embrace and apply the pillars of the brands identity to their own lives.
The phrase strategically leverages emotional resonance and brand loyalty by evoking a powerful emotional connection with consumers. This call to action fosters a deep and lasting bond between consumers and the brand. The psychological impact of the term “honor” enhances consumer respect and loyalty, establishing a distinctive selling proposition that positions the brand as both commanding and unique within the market.
Brand Imagery Vision:
A Distinct Visual Identity
In shaping the visual identity for Individual individuals., my vision revolves around capturing a unique and timeless aesthetic that resonates with the brand’s commitment to individuality.
The entire Lookbook and brand imagery content are meticulously curated, shot, and edited by me, utilizing a 1979 Canon-AV1 film camera to evoke a sense of rawness/authenticity. The analog approach contributes to the creation of a distinctive visual identity that sets the brand apart in a digital age.
A key aspect of my vision is maintaining a consistent aesthetic across all visual elements, ensuring a cohesive and instantly recognizable brand image. This cohesiveness is crucial in establishing a strong and memorable visual presence in the market.
To further refine and enhance the visual content, I leverage my skills in Adobe Photoshop and Capture One. This meticulous post-production process involves careful editing and color grading, aligning each image with the brand’s unique aesthetic. The result is a collection of visuals that tell a story and align with the essence of Individual individuals.
Every image is purposefully framed to reinforce the central theme of individuality. By focusing on a singular point of interest, I create a visual narrative that highlights each subject specifically. This intentional framing, combined with minimal peripheral elements, enforces a powerful and evocative representation of individuality.
An early teaser I shot for the brand.
Supply Chain development
In building the supply chain my focus was on ensuring a high quality product at my desired price point without sacrificing margins. This involved meticulous research, supplier selection, and negotiation processes.
Garment Manufacturing Partnership:
After an exhaustive search and sampling process I chose a reputable, high-quality garment manufacturer from Los Angeles.
Acquiring a wholesale account with this manufacturer involved a comprehensive application process. This process involved providing business registration documentation and establishing a credible online presence via the brand’s official website, proving the genuine commitment to utilizing their high-quality garments for authentic branding purposes.
Print Shop Negotiations:
Through negotiations with local print shops I was able to secure printing costs which allow me to achieve my desired margins while selling at a reasonable price point given.
Establishing an affordable price point was very important to me given the mission statement’s messaging. I wanted the commitment to be accessible as possible to whomever may value its meaning, while maintaining margins of ~100%, contingent on various factors such as the item and shipping costs.