The Initials Collection

DC Shoes






THE INITIALS COLLECTION


Art Direction
Design

CHALLENGE
DC is known for making some of the best shoes for skateboarding but lesser known for the quality skate and lifestyle apparel. So how do we bring more attention to the apparel already being created and grow this category to a larger part of the business.


APPROACH
As DC is know for shoes, it is also known for their skateboarding team. But not only for being great at skating but generally for their unique and sometimes larger than life personalities.

From the beginning The Initials Collection was designed by and for the diverse group of skaters on the team using existing styles and adding design details that made the pieces theirs. Each capsule needed to feel unique to each person but also needed to feel as a unified collection.

Signature = Authenticity and Uniquness

X = Sign here




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MAKING THE MARK
Each individual mart is taken directly from the athlete’s signature and stylized to create a unified collection.


LABEL DESIGN AND COMPLETE LABEL PACKAGE
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LAUNCH
From garment trim and packaging to social media content and retail POP, all aspects were thought through and designed to feel brand-right but  uniquely owned by each skateboarder.

SUSTAIN
Once the branding and look-and-feel was established, refreshing the collection  was easy.



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ROLL - Art Direction, Design

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn
Photography - Steven Treboux
Filming - Ryan Loughridge
Edit - Eldrich Legaspi


CHRIS SCHINDLER, San Diego, Ca