Sixty Nine, US
- Millie Fisher
- Feb 27, 2018
- 3 min read
Sixty Nine US is a genderless, non demographic clothing brand, manufactured in LA. This is seen as clothing designed for the present but meant for the future, its futuristic style makes it timeless and classic.
For the first stage of our brief we have been asked to explore a non fragrance brand which is innovative, telling a great story and visually inspiring. My group and I decided to go for an unknown brand, so that we could explore something which was new to all of us. Other teams decided to go down the route of brands which were well know, but we wanted to tell everyone about something new that we had discovered and inform them on a brand that they didn't already know.
We thought this brand was really interesting because it is genderless but not typically genderless in todays fashion, such as brands like 'Hera' who do oversized jumpers and street style clothing. Sixty nine are predominately denim clothing, dungarees, all in ones, longline dresses and baggy shirts. It may not be the style of everyone, but it is androgynous, quirky and in my view very abstract. I think this is what shapes the brand to be very innovative because its something that brands typically wouldn't do but for people with an open mind it works really really well.
When thinking about the brands target consumer, we thought it would appeal to someone very original, quirky, androgynous- possibly an artist may wear this style. We thought the consumer may be very motivated by equality, freedom, activism and protests. Their attitudes could be that they are extremely passionate into the movement of gender fluidity and a futuristic attitude to genderless clothing.
The brand is telling the story that they represent a futuristic style, they have designed this clothing in the present but meant for the future. They believe that society is moving towards being very open minded and their clothing could represent the style of the future. I think that this is extremely compelling because it shows a major shift in the idea that everyone is opening up to complete equality and this is the style that represents that movement (in the brands eyes).
From analysing this brand i think i heave learnt to be very open minded when working with fashion and i think when moving on into the perfume project, gender fluidity will run through my ideas.
For fun in one of our seminars we looked at what the brand might be if...
It was a place: The brand might be LA, because thats where it is manufactured and the individuals that live their are generally very quirky and open minded.
A song: If the brand were a song it could be 'I want to break free'- Queen. This is because the brand is trying to break through the norms and be equal for everyone.
A food: The brand may be a grapefruit if it was a food, because it is not always liked by everyone! Some people find grapefruits very sweet and delicious, others very bitter and sour- this is a good reflection on the brand.
A catch phrase: The catch phrase would be the brands story as thats the best way to describe it! "Made in our present, meant for our future".
A mode of transport: We thought it could be something very unique and exclusive- like a tuc tuc.
A character: The brand might be an Alien, because it is futuristic and out of this world/time. Telling a story: If the brand were a story it may be 'Alice in Wonderland', because it is not taking itself too seriously, different and fun.