“Back to the 90s” Collection
Client
Wrung (France)
Work
Creative direction
Trend research & competitive audit
Collection planning & design
Prototyping & production
Marketing
About
Wrung was a Paris streetwear brand with roots in graffiti and hip hop culture. Created in the 2000s, the brand needed to update its image and style for the new 15-25 yo generation, while staying truthful to its older 25-35 yo core audience.
My role
I developed a collection and campaign that combined authenticity and heritage with contemporary trends, reinforcing the brand’s image as a leader in the French streetwear market.
How to keep a brand relevant in an ever changing market without sacrificing its identity?
Perfectly coinciding with the re-emergence of popular 90s sportswear brands, the line was well-received by cultural tastemakers and the public.
The collection achieved commercial success, with many styles selling out before the end of the season.
We published a free magazine about street culture – skate, music, sneakers and street style.
The free magazine was distributed at selected retailers and later made available online. It brought brand awareness and generated traffic both online to the brand’s E-Commerce platform, and offline to brick-and-mortar shops.
The pop-up event was included a DJ showcase, Graffiti custom and a Rap showcase with up-and-coming artists.
By showing that streetwear is more than just fashion – a long-lasting lifestyle where music, art and style create culture – the brand affirmed its heritage and authenticity.
