B2C, Fashion

The retro retailer, OG, came to us with the challenge of revamping their in-house label so that it could spin it off as an independent label.

We were game and took on the challenge. We concretised the brand through personification by melding Shanghai with a fictional first person, heralding back to colonial albeit super-happening Shanghai. Then we curated the first collection with them, taught them how to put together lookbook, bring them to the online space.... And as they always say, the rest is history. And of course, fond memories...