ABOUT

Retee is a new type of Fashion label, one set on bringing circular fashion to a wider mainstream audience. The core concept of Retee is to infuse vintage tees with new life with screen-printed designs. Choosing to work with young up-and-coming creatives to also help serve as ambassadors to the pro-sustainability cause we are wanting to be a major part of at Retee. As part of the founding team not only are my creative skills key in the delivery of my roles on the project but also in the formulation of who Retee is, who it’s for, and was a big hand in the formulation of the concept and brief. Utilising my conceptual thinking from the ground level.

The goals for the branding strategy were to create something that didn’t feel boring and stuffy, to shy away from cliched globes and green, whites, globes, leaves, and trees. This is what we saw when we did our digging into other circular fashion labels. They were no risks in their communication, they had a very old-fashioned corporate sensibility. We wanted something light and playful with a colourful inclusive look. While also staying away from most mainstream fashion brands that go for a very clean and crisp black and white. This way we could ensure that we would reach the young adult audience. Retee is a new type of Fashion label, one set on bringing circular fashion to a wider mainstream audience. The core concept of Retee is to infuse vintage tees with new life with screen-printed designs. Choosing to work with young up-and-coming creatives to also help serve as ambassadors to the pro-sustainability cause we are wanting to be a major part of at Retee. As part of the founding team not only are my creative skills key in the delivery of my roles on the project but also in the formulation of who Retee is, who it’s for, and was a big hand in the formulation of the concept and brief. Utilising my conceptual thinking from the ground level.

Not only does Retee allow me to produce rewarding work for a company whose values I share deeply but it is offering great creative opportunities with great variety, giving me the opportunity to practice my illustrations, branding, marketing, motion design, and creative direction. While I also find having an invested interest in the business growth has really engrained the importance of branding strategy while also developing those skills continually.