Drop 02 — May 5, 2024
Indigo
An acid-washed zip hoodie developed around the moment indigo dye meets water. No two pieces alike.
The Concept
The Indigo Zip Hoodie began with a fascination for colour in its most unstable state.
Before colour becomes fixed, before it settles into fabric, it exists in motion. Suspended. Changing. Impossible to define with precision.
The collection was inspired by the moment indigo ink meets water. The way it expands through liquid, creating unexpected gradients, revealing tones that were never visible at first glance. Deep blues dissolve into violet. Darkness gives way to colour.
Rather than designing around a graphic, the intention was to create a garment that carried this same sense of discovery. Something that would never reveal itself all at once.
A hoodie that appeared almost black from a distance, yet transformed as light moved across its surface.
The Construction
The garment was designed around tension.
Structure against softness. Precision against unpredictability.
A full front zip introduced utility, while oversized ribbed cuffs and hem grounded the silhouette with a sense of permanence. The ribbing was intentionally exaggerated, creating a visual weight that framed the body of the garment.
The fabric then underwent an acid wash process, disrupting the uniformity of the dye and exposing variations beneath the surface.
What emerged was not a flat colour, but a landscape.
Areas of saturation sat beside washed-out highlights. Dark indigo pooled into lighter tones. Every fade, mark, and variation became part of the garment's identity.
No two pieces were exactly alike.
The construction was never intended to fight the wash. It was designed to showcase it.
The Drop
The campaign focused on a single idea: colour before control.
Large volumes of indigo pigment were released into water and documented as they expanded through space. As the ink travelled, something unexpected began to happen.
Purple emerged.
Not the bright, artificial purple often associated with fashion, but a darker tone. One that existed beneath the indigo all along, waiting to surface.
The imagery became a study of contrast. Dense clouds of pigment dissolving into transparency. Darkness revealing colour. Movement creating form.
The hoodie was photographed within this environment, appearing almost as an extension of the ink itself.
The campaign was never about showcasing a product.
It was about capturing a process.
A reminder that the most compelling things are rarely static. They evolve. They shift. They reveal themselves gradually.
Just like the garment. Just like the colour hidden beneath the surface.
Gallery
