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)

Nathan-Profile of surf/skate/snow brand

Profile of a surf/skate/snowboard brand

My aim will be to appeal to the surf subculture in the male and female category, age range would vary but mainly targeting teenagers but also 8yrs up to 35yrs. Marketing would be all year round consisting of many options, The subculture influences would come my own personal involvements over the last 10yrs which is Surfing,Punk,Heavy Metal,Emo,Snowboarding and current design trends eg. 80's syle clothing and music. 

I would also try to promote eco-friendly products and manufacturing eg. factory surroundings nd interior to be eco friendly and energy saving.

My political and social concerns would go towards anti political views in artwork, The brand would me a mixture of individual style and colours

Color palette list - Black,White,Bright pink,Bright blue,Red,Bright green,Brown.. also seasonal colors

Geographical distribution would be Australia wide at first then eventually global.

Methods of selling would be retail marketing/Internet website/sponsorship advertisement eg. on surfboards,snowboards,t-shirts etc/event advertisement/ give aways eg. stickers with website details, t-shirts,baseball caps etc.

Methods of promotion would be incorporated as mentioned above to save money and time eg. surf/snowboard competitions/give aways/event sponsor,advertising/internet website etc. 

Thursday, April 3, 2008

STACY: Happy holidays

TAFE holidays are from monday 14th April to 28th april. see you back at tafe on May 1 to start term 2.

Thursday, March 27, 2008


Surf culture

My aim is to attract the surfing culture.  
My brand will target males from the age of 16-30,
It will range from retro style clothing eg. v-neck t's, hoodie t's, plain t's, singlets, cardigans, shorts, boardies,  jeans, hats, belts to... eye wear.
It will be a retro surf s
ort of brand from the 60's but at the same time classy and neat.
I want to keep the brand name simple but the clothing stylish. The clothing will be comfortable and a tighter fit with a casual look using cotton
 knits. Plain t'ees w
ith one cool colour print. Simple designs using typo graphic branding and simbols eg. crosses, shapes repeated on a grid evenly. Black and white patterns with a cool coloured logo. The boardies will be like the rythm boardies in the way that the length is a bit shorter, I like them because they are alot easier to surf in and are comfortable to wear, also cooler. The stores general pants co. and universal inspired me to choose this target market. 

Colour pallet list:
  • black
  • white
  • light blue
  • light green
  • yellow
  • orange
  • grey

Existing brands that are similar:
  • Lee, Rythm, Nixon, Insight, Von Zipper.

Methods of selling:
  • Retail stores
  • internet website                   
Methods of promotion:
  • Sponsorship of free surfers, competitive surfers
  • posters
  • stickers
  • internet website
  • brochures
  • surf magazines eg. surfing life
  • Roam
  • Turn
  • Complete
  • Trans

anna. 3

        I want my brand to appeal to females in the 18 to 30 age group. My brand will feel unique, pretty, clean, fresh, innocent, and playful. The subculture I am focusing on is surf wear that’s beautiful, casual and comfortable and it will be for both summer and winter.

Although I have chosen surf wear I don’t want my brand to be the typical surf brand that is around at the moment. I want my surf brand to have quality about it, in the fabrics used, the cuts and the overall look will have a higher quality about it for the same price as the current surf brands. My brand will be setting trends and not following them like the surf brands at the moment are doing. I want the women wearing this brand to feel beautiful, pretty and sexy but look sophisticated and inspiring.               The influences I am drawing from are history, beauty,  current social/political issues, comfort  from product and art.

       Environmental issues are a concern, organic materials will be used as much as possible in the manufacturing of the clothes.

Such as organic fabrics.      

I want to address current social issues. The right of free speech, feeling and non conformists. Sort of embrace the things that conservative Australia frown upon. My brand will be socially aware of things happening in the world around it not just that’s relevant to the surf industry. Eg. The current trend in the surf industry is being aware of the environment manly the oceans and sea life. I think that that’s great and relevant to the surf industry but there are so many other issues that can be addressed such as freedom of speech, human rights and power to the minorities. I want to address these issues but I don’t want to do it screaming and waving a flag, I want it to be subtle but still noticeable. 

Colours I will be using will mostly be black gray and white. But I want to use most colours.

        Anywhere local will be my first distribution spot. My method of selling will be at local markets, as well as approaching small boutiques and showing them samples of my clothes. Trying to get the word around locally first then expanding to as large as possible.



Once upon a time

Get fancy

For keeps

Secrets from sisters

Hush hush

Secrets from (insert name eg. Emilio, Sophie)


Lauren-What's Your Brand?

Street Surf

My aim is to create a brand that covers street and surf wear in the one.
I want my Brand to be appealing, neat, happy, simple, unique, different, random
and fashionable. 

Age Group: 
  • 15- late 20's.
  • Female
  • Summer (shirts, Singlets, Skirts, dresses & Hats)  
  • Winter ( Jeans, Beanies, scarfs, jackets, vests, cardigans)

Personality of the street surf wear:
  • Bright and pale colours.
  • Unique
  • Unusual
  • Simple yet not simple
  • Loud
  • Appealing
  • Fashionable
  • Noticeable 
  • Stripes
  • patterns
  • cotton
  • checkered
  • symbols
  • Blue
  • Purple
  • Aqua
  • Pink
  • White
  • Black
  • Green
  • Red
  • Yellow

Method of Selling:
  • Internet sites
  • Personal wear
  • Stores
  • Magazines 
Methods of Promotion:
  • Posters
  • Brochures 
  • Magazines
  • Internet sites
Possible names:
  • Oh
  • oh boy
  • Reverse
  • Trap
  • Drool
  • No
  • Yes
  • Nu
  • Near
  • Far
  • Peg
  • Glass
  • Freakazoid
  • Trapazoid
  • Glassy
  • Tie
  • Tidy
  • Harmonica
  • Knot
  • hand
  • puppet
  • tear
  • stain
  • drop
  • tearable
  • berry
  • skinny
Brands Most Similar:
  • Insight
  • One TeaSpoon
  • Miss Sixty
  • Stussy
  • Lee

gabrielle 3

Surfing will be the subculture that ill be working with. Females from the ages of 18 to 25. The season that I want is autumn still warm but a touch cool. The influence is the strong, warrior woman . A look that make girls feel stong, but in a feminine beautiful way and will accentuate the body without giving it a trashy look. i want a natural feel with earthy tones.
The concerns of the environment like logging and cleans seas will be a couple of issues that are looked into, organic fabric and natural dye will be used to make sure that they are easily recyclable . Also making women feel proud of who the are.

Methods of selling markets and retail stores

Sponsership magazines (franky) and posters, flyers stickers


Inspiring moments

Infused with


* about a girl
* little wing
* little fish
* almost ooh lala
* seek her
* seek
* purpose of muse
* black lase and cherry pie

Katelyn: 3

I am hoping to appeal to the alternative free surfing subculture. Those who enjoy experimental and retro board and clothing designs.
Targeted to males in their late teens to their 40's.
The label would aim to have majority summer range as over the colder months wetsuits replace board shorts.
One environmental issue that is a concern is the use of toxic dyes in the manufacturing process.
Method of selling- retail store
Methods of promotion- Sponsorship of free surfers, advertising in Australian Longboarding Magazine, Monster Children
Most similar to existing brands- Insight, Rhythm, some Rip Curl designs
Style Influences- Music artwork and fashion of the late 60's, early 70's
Brainstorming of names-
*Free Spirit 
free agent
surf pilot
free people
let go
free to move
pure freedom
*Groove and Glide (music and surfing)


describe the sub culture you are appealin to.
im appealin to the surfing culture that is free and fun.
Gender . male 
age group. 16 -30
season. summer  Boardies and shrts an hat. 
winter - jeans hoodies.

what other subcultral influences will be borrowed
um pop arti, modern and also retro groove. and metal

Are  there any enviromental issues

using friendly materials.

Are there any  pollitical or Social Awareness


Describe the personality of surfwear
Colour pallete list

Geographical distribution

Gold Coast Down to Northen NSW

Methods of Selling


Then moving  into retail.

methods of promotion
Sponsoring The Locals Boardriders comps by giving out packs to the finalists.
giving out stickers

Possible Names

Your Brands similar to what existing brands


More importly how is it different

What are the style influences


What the inspiring themes







Miranda - Three: 'What's Your Brand?'

Target Market...

Part of subculture appealing to:
  • Street Skateboarding.
  • Males.
Age Group:
  • 12 - early 20's.
  • Winter (shirts, hoodies, jeans etc).
Other subculture influences that will be borrowed:
  • 'Emo'
  • 'Metal'
  • 'Hardcore'
Environmental Issues a concern? If yes what are they?

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

Personality of the skate-wear:
  • Different.
  • Though fashionable.
  • Bright yet dark.
  • Contrasting.
  • Scene.
  • Disturbed.
Colour Pallet list:
  • Black.
  • White.
  • Green.
  • Purple.
  • Pink.
  • Orange.
  • Blue.
Geographical distribution (Where abouts?):
  • North-east coast NSW.
Method of selling:
  • Internet site.
  • Ultimately stores (skate shops, alternate 'brand' stores).
Methods of promotion:
  • Posters.
  • Stencils.
  • Magazines (Skate, music).
Possible names:
  • Crime.
  • Kranked.
  • Agro.
  • Acid.
  • Drain.
  • Dark.
  • Damp.
  • Grit.
  • Gone.
  • Mail.
  • High.
  • Anger.
  • Sook.
  • Greed.
  • Grunge.
  • Hobo.
  • Stick.
  • Ghast.
  • Stay.
  • Take.
  • Give.
  • Dome.
  • Vamp.
  • Scene.
  • Twotoo.
  • Roll.
  • Over.
  • Warn.
  • When?
  • Robot.
  • Outrage.
  • Cred.
  • Annoy (Skate and Annoy).
  • Wreck.
  • Zappa.
  • RAN-DOM.
  • RAA-AAH.
  • Grey.
  • Pound.
  • Disturb.
  • Play.
  • Boo!
  • !!?!
  • Rage.
  • Rock.
  • Stealth.
  • Stolen.
  • Monster.
  • Run.
  • Roam.
  • Dandy (Opposite of).
  • Sketch.
  • Alter.
  • Motive.
  • Dye.
  • Plain (Opposite of).
  • Ramble.
Brand most similar to:

How is it different to anything else?

Style influences:
  • Pop art.
  • Cartoons.
  • Comics.
  • Music ('Emo', 'Hardcore', 'Metal').
  • Other brands that are already popular with the target audience.
  • What people wear that stand out to me.
  • The different styles of the target audience.
Inspiring themes:
  • The cartoons that I draw.