OUR STORY

QUESTION:

Understand the ‘why’ of your brand, your brand's purpose, message, styles and designs, and lifestyle choices it represents to your customers when they see, buy, and wear your clothes. This is also a question of positioning your brand in a crowded market.

ANSWER: 

AntiLove: What does it mean? Well, contradicting or rejecting romantic aesthetics or sensibilities. The ‘Why’ stems from my struggle to express feelings towards people, which brought the name ‘Antilove’ to mind, with its simplistic designs. 

The purpose behind the brand is to see people wearing the clothing, taking photos and tagging the social media pages on their desired platform. Our brand would present a due means when wearing. 

It could mean you either just like the way the outfit looks or that it relates to you personally, which makes you curious to purchase the selected items. The style can vary to suit any individual's needs, be it a tracksuit with just text on the front. I develop and create all the designs. Once happy with the outcome, I upload it to social media platforms for the target audience to review. 

This will therefore allow me to assess the value of the product and if changes need to be made. My brand would be identified as streetwear with a twist. The twist is that you show support for new perspectives and fresh ideas, making a statement for small brands. In the right market and with the correct exposure, my brand will be an expression.