(SUBTRACT)

(SUBTRACT) is a slow fashion brand that uses natural materials and planet-friendly processes to produce timeless, long-lasting clothes. We worked with (SUBTRACT)'s founding team to create the name, visual identity and packaging for the brand.

Wardrobes around the world are dominated by fast fashion brands. Here trends go out of fashion faster than memes. And clothes are made to last just that long. Quality is a quaint idea and more clothes end up in landfills than in closets. Poor materials and poor workmanship are peddled at rich prices. In an industry chanting "more, more, more!" - we imagined a brand that would do less.

Less waste. Less harm to the planet. Less wardrobe turnover... The war cry of "less" inspired the name (SUBTRACT) and the logo - a bold typemark, set in brackets to indicate a negative.

In our first call with Karan Goyal (Founder, (SUBTRACT)), we told him - "Sustainable brands are boring". It's true. They follow a template - minimal visuals, bland typography, lots of white space... We set out to fix that. We imagined (SUBTRACT) as a brand that would make slow fashion fashionable! The visual system for (SUBTRACT) was constructed using an eclectic pairing of typefaces that create an expressive brand experience that doesn't feel like "settling". 

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