Design concept for an apparel capsule collection for a sportswear brand as an exclusive drop for the Chinese market. The 'COOL KIDZ' capsule should be inspired by Chinese and Korean hip hop culture and target a consumer influenced by expressive looks created by music scene icons as Higher Brothers, Vava, Triple H, Keith Ape, Gai, Rich Chigga and PG One.
Objective
The concept is inspired by cultural fusion, youthful self-expressionism and brandalism. The capsule collection consists of apparel sets targeting a young and daring consumer and incorporates SS'19 streetwear key trends as bold branding, supercharged colors, layering and check patterns. The goal of the project is to successfully adapt the crossover between streetwear and sportswear within the brand as an emerging direction within the sportswear market.