ROLE: Art Director/Producer
Objective:
Create a High End Streetwear line for Bauer, bringing 100 years of heritage off the ice, and on to the street. Produce 4 separate collections, with accompanying social teaser content, editorial imagery, seeding packages, and e-commerce assets.
BAUER X IRAK :
SCHOOL OF HARD KNOCKS
"...It's a tough business, but a worthwhile one, earning this city's respect. IRAK, the legendary downtown graffiti crew and brand built around it by member and artist Kunle Martins, is beyond that point. New York has been theirs. They have lived and breathed the school of hard knocks on every inch of the island.
Inspired by the idea of the "school of New York", and getting (or giving) an "education" by it's streets Bauer X, the offspring of Canadian hockey brand Bauer, has joined forces with IRAK on a new collection which will be released in two parts. Infusing the city that never sleeps with hockey motifs, this is a streetwear moment not to be overlooked." - Office Magazine
BAUER x DON C
"Bauer is launching its first-ever streetwear vertical called Bauer X with a micro collection and a collaboration with a streetwear innovator. Don C, the creative entrepreneur and the Chicago Bulls creative strategy and design advisor, is leveraging his Just Don label in collaboration with the Bauer X name. The partnership opens up two worlds to one another. " - Forbes Magazine
BAUER x:
STITCHES MICRO CAPSULE
“Bauer X was carefully and thoughtfully developed, from an amalgamation of interests and hobbies across multiple audiences and networks. The brand's goal is to bring new audiences into the hockey realm by creating a product line built on the interests of those who may not already be aware of hockey. We drew our inspiration from elements of the following: hip hop, architecture, design, art, and sport." - Bauer X Design Team
Credit:
Desmond Hughes - Creative Director
DJ Smedley - Creative Director