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...B U S Y ... W O M E N... Are "Who and What", I'm designing for.
Where ?... Metropolitan centers at first with a hoped for trickle down effect to smaller communities as the brand "takes hold"
Season ?... Evergreen.
Gender ?... Feminine, although it is envisioned that certain products in store will be unisexual
Age ?... 18 - 45 and beyond
Geographical Distribution ? ... Western ( at first )
Subcultural Influence ?...

Industrial Srength De Stijl

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Enviro/ Politico/ Socially Aware... Non Militant

The street wear will be smart cas, work a day into early evening and with promotional push, pithy advertising, and attention to quality and "lastingness"( a much neglected and sorely missed design feature in the 'modern' world ) hopefully impart a certain "Creme de la Creme" feeling of self satisfaction amongst the swelling throngs of aficionados.
It is hoped that with it's light, fun, tongue in cheek, nostalgic yet modern look and feel the brand's clients will project and identify with an aura of 'non threatening intelligentsia'.

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