customer and purpose
when we talk to our kid customer about their hobbies and what they like, there's always mention of something sports related, whether it's playing school sports, or they have a favorite team or they have players they idolize.
and so, when conceptualizing spring 2022, we wanted to capitalize on the growing hype around the NBA. basketball players were always icons in their game, but now, they were style icons in their everyday life. there's even instagram pages that post their outfits to and from practice or walking into arenas before games.
our purpose here was to design a collection that was an amalgamation of our kid's favorite silos (hoodies and tees) but with trend elements and NBA licensing, and doing it in our abercrombie kids way.
DESIGN DIRECTION:
we treated this collection like a “drop” from a streetwear brand. and so, we wanted to keep this tight aesthetically (and budget-wise!) we stuck to kids' top most loved teams and added them on easy tees, hoodies, and a fashion varsity jacket. i loved outfitting these items with fashion denim and a few of our own branded items like all-over logo hoodies and cross-body bags.
