Thursday, June 26, 2008

target market:
both sex teenage skaters 

all season under garments. mostly tees 

other subculture influences.
punk rock
hip hop

promotes positive attitude towards environment 

brand "attitude"
bold in your face 

colour pallet 
wide range

byron bay...the world

method for selling
promotion though zines and website 
oj fresh.

similar brands

style influences

hows it different 
its my own creation so made from my imagination,


Our Reason for Being

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
–Patagonia's Mission Statement

Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothes for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. These are all silent sports. None requires a motor; none delivers the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature.

Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility.

For us at Patagonia, a love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet. We donate our time, services and at least 1% of our sales to hundreds of grassroots environmental groups all over the world who work to help reverse the tide.

We know that our business activity – from lighting stores to dyeing shirts – creates pollution as a by-product. So we work steadily to reduce those harms. We use recycled polyester in many of our clothes and only organic, rather than pesticide-intensive, cotton.

Staying true to our core values during thirty-plus years in business has helped us create a company we're proud to run and work for. And our focus on making the best products possible has brought us success in the marketplace.

What We Do

Our definition of quality includes a mandate for building products and working with processes
that cause the least harm to the environment. We evaluate raw materials, invest in innovative technologies, rigorously police our waste and use a portion of our sales to support groups working to make a real difference. We acknowledge that the wild world we love best is disappearing. That is why those of us who work here share a strong commitment to protecting undomesticated lands and waters. We believe in using business to inspire solutions to the environmental crisis.

One Percent for the Planet

IAMWHY (Environmentally Friendly)

The IAMWHY 2008 range is designed by boardriders for boardriders. We print every item to your order, each garment is individually printed by Mike or myself. We use a manual printing machine, this means every item printed will be slightly different from the previous one, making it unique for each customer.

enviromentally friendly printers in cornwall uk

We source environmentally friendly suppliers and fairwear suppliers whenever possible to promote ethical trade. 90% of the 2008 IAMWHY range is fairwear & environmentally friendly, which we are quite proud of.

The IAMWHY range has styles to suit all needs from washed hoodies to longsleeve tees, vintage tees to urban style shirts and vest for men, the ladies range consists of halternecksvestsvintage tees, longer length tees, different necklines and washed hoodies.

IAMWHY clothing company sells Surf, Skate and Snowboard clothing with an edge for men and ladies.
The company slogan IAMWHY, because i am speaks for itself.

With all orders IAMWHY is giving away free car stickers, free IAMWHY stickers and free summer 2008 catalogues.

Welcome to iAMWHY surf skate snowboard shop


* 90% of IAMWHY 2008 is FAIRWEAR and Environmentally friendly garments from certified suppliers – look for the star which indicates that it is a fairwear and environmentally friendly garment.

The garments with the stars are OEKEO-TEX 100 STANDARD certified, which guarantees the safety of the garments to human health plus taking care to adopt environmentally friendly production methods.
The Oeko-Tex addresses the human ecology component of textile products. It evaluates and screens for any harmful substance present in the garment.

What's Your Brand


Part of subculture appealing to:

v    Street Surfing & Skating Culture.



v    Males & Females.


Age Group:

v    Late teens onwards.



v    Summer & Winter (shirts, shorts, boardies, hoodies, jeans, hats etc).


Other subculture influences that will be borrowed:

v    Retro


Environmental Issues a concern? If yes what are they?

Clean seas and using recyclable materials.


Political or social awareness issues? If yes what are they?

Surf rage would be one of the issues along with various others.


Personality of the street surf/skate-wear:




              Bright and happy.


              Stand out.



Colour Pallet list:


Geographical distribution (Where abouts?):

              Far North Coast NSW, bordering QLD.


Method of selling:


              Retail Stores.


Methods of promotion:


              Sponsorship & Advertising.


Possible names:


              One Day.



              Crank That.

              Knot Like Others.

              Keep Dreaming.


Brand most similar to:

Rhythm, Rusty, Insight.


How is it different to anything else?

It’s my own creation and puts a different spin on everything.


Style influences:



Inspiring themes:

My Imagination and things the different things I see when I go places.

Thursday, May 29, 2008


sunglass design
flipflop design
popstars portraits

all blogs

board designs finals and thumbnails
tshirt/ fabric designs finals and thumbnails

classes for the remainder of semester 1

22/05/08 thursday 9-4 with anne at byron
23/05/o8 friday 9 - 3 with stacy at kingscliff

29/05/08 thursday 9-4 with craig at kingscliff
30/05/08 friday 9 - 3 with stacy at kingscliff

05/06/08 thursday 9-4 with craig at kingscliff
06/06/08 friday 9-3 with stacy at kingscliff

12/06/08 thursday 9-4 with craig at kingscliff
13/06/08 friday 9-3 with stacy at kingscliff

19/06/08 thursday 9-4 with anne at byron
20/06/08 friday 9-3 with stacy at kingscliff

26/06/08 thursday 9-4 with anne at byron
27/06/08 friday 9-3 with stacy at kingscliff

Thursday, May 1, 2008

Food for thought

My initial target market will be those who are interested in fun, vibrancies and chaos of mixing extremes of art culture and boardriding culture together with a ‘fun for life’ attitude. Being from the Gold Coast and surfers’, we will purse a life within surf culture at stage one. Stage two…umm…what’s stage two again ??

The gender will be a bender, between males and females. Dependant on the fabrics and designs hanging around the studio waiting to be reborn again.

• Age group: Come young ones – come all. Who ever digs the vibe. (0 – 100 yrs old)

• Season: Dependant on materials, designs, fabrics and how the artist feels at the time. Summer 2008/09 à onwards. (Limited editions)

Subcultural influences will range from; old Black and white photos, Folk, Rock, Reggae, House, dub, Skateboarding, Snowboarding, Stamp collecting, Ray guns, Fruit, Hippy culture, Nirvana, Barcodes, Discarded debris.

There are many Environmental concerns included in the labels determination. The thought process of how to make a T-shirt economically sustainable will be driven by the artist at any possible time or place. Thus we will be collecting visual imagery and word play to better the lives of all ceteans and crustations.

Although it doesn’t just stop once our feet are on soil. We also wish to raise political and social awareness of the happenings around this place we call home. Addressing important issues to the young and old, through visual imagery that catches the eye, and sends out a visual protest.

• Rough
• Exotic
• Romantic
• Estatic
• Happy
• Content
• Calm
• Kaboodal
• Eclectic
• Its not myspace, its Ourspace.

Colour Palette Includes; Every colour of the rainbow! Especially Deep, dark, warm colours and pastels.

The clothing and objects will be distributed through what ever means are possible. Market stalls, Gallery Exhibitions, Cafes, and Internet etc. Although the main idea is to ride the wave against the grain of big brand commodities.
Word of mouth and ‘free’ stickers are a means to distribution and rumors.

• “I’m one Too!” (“I’m a Surfer Too!”)
• cheeseballs
• byronCeaArt
• by-Ron Cea things
• Avant-Surf
• Surfism
• Revival
• The world is your surfboard
• Surf Junky
• Ourspace
• Foamballs

Most Similar To what Existing Brands?
We would like to think this label is totally fresh and new, or it will just decrease our mojo for success. But the most similar brands that are have similar goals as to us, include; Mambo, RCVA, Rhythm, Soulsurfer, tsubi and Rusty. We are different though as we have a blank canvas to work with and bound by a new wave of young artists. We wish to collaborate on ideas and slogans for the new range within our boardroom. We will also be making surfboard art for the abundances.

The style Influences include: Baroque, impressionism, Picasso, figurative abstraction, Bauhaus, Rauschenberg, and the NOW. (The 80’s are over - no fluro, at least for a few years)