How To Create A Theme For Your Clothing Brand

Summary

In this video, Jake discusses the importance of establishing a consistent theme for clothing brands, which can be applied to any business. He uses examples like Supreme and Chrome Hearts to illustrate how a theme can evoke brand recognition and personality. Jake then offers practical steps to create a theme, including considering location, aesthetic, community, emotion, and innovation. He also promotes his own digital assets for clothing brands, such as mock-up packs and a manufacturer list, as valuable tools for designers.

Takeaways

• 🎨 A theme for a clothing brand is the consistent, recognizable style that gives it personality and helps in brand recognition.
• 👕 The theme should be such that customers can instantly associate any part of the brand with the whole brand, like recognizing Supreme's box logo.
• 🔨 Heron Preston's theme is industrial with a 'work in progress' vibe, blending high-end fashion with an unfinished construction site feel.
• ✝️ Chrome Hearts has a luxurious, punk, biker, rockstar vibe, characterized by ornate silver crosses and a rebellious yet elegant style.
• 📓 Blue Boy's theme is raw and sketchbook-like, using his unique artistic style and figures like the 'Blue Boy' and 'spider ghosts' for brand cohesion.
• 🌌 Hamcus's theme is otherworldly, creating a universe with different factions and communities, each with specific clothing for their roles and environments.
• 🛍️ Jake recommends using his 'siegs Vector Maca pack', 'manufacturer list', and 'sneaker mock-up pack' for creating cohesive and professional tech packs and collections.
• 📍 Location is an important aspect of theme development, influencing the look and feel of garments or the brand's overall direction.
• 🎨 The aesthetic of a brand should be clear and specific, with defined colors, target wearers, and emotional temperature.
• 👥 Community can inspire a theme by appealing to a group with common interests, like Supreme's association with skating culture.
• 💡 Emotion can be a powerful theme driver, resonating with the audience's feelings, whether it's warmth, sadness, or any other emotional state.
• 💡 Innovation can also be a theme, with brands like Advisory Board Crystals incorporating unique elements like healing crystals into their products.

Q & A

What is the main purpose of creating a theme for a clothing brand according to Jake's video?

The main purpose of creating a theme for a clothing brand is to establish a consistent, recognizable ambiance that gives the brand personality. This helps in keeping the brand in the customer's mind for as long as possible and allows them to instantly associate any part of the brand with the whole.

What does Jake mean by 'consistent expected malleable ambiance' in the context of a brand's theme?

A 'consistent expected malleable ambiance' refers to a style or atmosphere that is not only consistent across all brand elements but also flexible enough to adapt to different contexts while still being recognizable and representative of the brand's personality.

Can you provide an example of a brand that Jake mentions in the video, and how its theme is associated with its identity?

Jake mentions Supreme as an example. When someone sees Supreme's box logo, they immediately think of the brand's other pieces, its skating history, pop-up experiences, etc., which demonstrates a strong association between the brand's theme and its overall identity.

What does Jake suggest as a method to create a unique theme for a clothing brand?

Jake suggests merging two completely different environments or atmospheres to create a unique theme. For example, Heron Preston's theme merges industrial work vibes with high-end fashion, creating a 'still under construction' feeling.

How does Jake describe the theme of Chrome Hearts in the video?

Jake describes Chrome Hearts' theme as expressing a luxurious, holy Punk biker Rockstar Vibe. He imagines it as what the Pope in the 1500s might wear if he were rebellious and angsty, characterized by ornate silver crosses and a mix of traditional and edgy styles.

What is the significance of the 'Blue Boy' brand's theme in Jake's explanation?

The 'Blue Boy' brand's theme is significant because it represents a down-to-earth, raw sketchbook style. The brand uses its artistic drawing style as the main vehicle to deliver its message to the audience, creating a unique cohesion and expression through its figures and symbols.

What is the role of a brand's theme in maintaining customer interest over time?

A brand's theme plays a crucial role in maintaining customer interest by creating a lasting impression and a sense of belonging. Consistency in the theme helps customers to remember the brand and associate new products or experiences with the brand's identity.

What resources does Jake recommend for clothing brands to create and maintain their theme?

Jake recommends his own resources, including the 'siegs Vector Maca pack', 'sneaker mock-up pack', and a 'manufacturer list'. These resources are designed to help brands easily manipulate designs in Adobe Illustrator, communicate with manufacturers, and ensure a cohesive and professional look for their tech packs.

How does Jake define the term 'aesthetic' in the context of a brand's theme?

In the context of a brand's theme, 'aesthetic' refers to the visual and sensory characteristics that define the brand's style. It includes elements such as color schemes, materials, and design choices that convey a specific mood or atmosphere associated with the brand.

What are some of the steps Jake outlines for creating a theme for a clothing brand?

Jake outlines steps such as identifying the location where the brand or product lives, defining the aesthetic, considering the community the brand appeals to, evoking a specific emotion, and using innovation as a driver for product development.

How does Jake suggest brands can use innovation in their theme?

Jake suggests that brands can use innovation by thinking outside the box and doing things no one has done before. For example, Advisory Board Crystals incorporates healing crystals into their dye, which is a unique and innovative approach to product design.

Outlines

00:00

🧥 Introduction to Creating a Theme for Your Clothing Brand

In this video, Jake explains how to create and maintain a theme for your clothing brand. He emphasizes that a theme is the consistent, expected ambiance that gives your brand personality and recognition. He discusses how a brand's theme should be instantly recognizable and provide a cohesive identity. Examples include Supreme's box logo and Chrome Hearts' ornate crosses. Jake also highlights the importance of keeping the brand in the customer's mind and introduces the concept with examples from Heron Preston, Chrome Hearts, Blue Boy, and Hamkas. He concludes by introducing his digital assets for clothing brands, which help in creating cohesive collections.

05:01

📍 Finding Your Brand's Theme

Jake outlines guides for finding a theme for your brand. He suggests considering the location where your brand or product lives, such as realistic environments (e.g., activewear for camping) or unrealistic ones (e.g., futuristic coats for space). The aesthetic is also important, with examples like Heron Preston's industrial vibe and Chrome Hearts' punky elegance. He advises thinking about community, emotion, affordability, and innovation as potential drivers for your theme. Jake emphasizes that while maintaining a theme can be challenging, consistency and playing within the theme's bounds are key. He encourages looking at other brands for inspiration and understanding their themes.

Keywords

💡Theme

In the context of the video, 'theme' refers to the consistent, expected, and malleable ambiance that gives a brand personality and recognition. It is the style or identity that a brand projects, allowing consumers to instantly associate various elements with the brand as a whole. For example, the video mentions that seeing Supreme's box logo can trigger thoughts of their skating history and pop-up experiences, illustrating how a theme can unify a brand's image.

💡Brand Recognition

Brand recognition is the ability of consumers to identify a brand based on its visual elements, such as logos, colors, or style. The video emphasizes the importance of creating a theme that facilitates brand recognition, making it easier for customers to associate a brand with its products or services. This is crucial for maintaining a brand's presence in the customer's mind.

💡Heron Preston

Heron Preston is mentioned as an example of a brand with a distinct theme. The video describes its theme as having an 'industrial work in progress' vibe, suggesting a high-end yet unfinished aesthetic. This theme is conveyed through the use of orange colors and unconventional hardware choices, merging different atmospheres into a cohesive entity.

💡Chrome Hearts

Chrome Hearts is highlighted as a brand with a luxurious, holy punk, biker, rockstar vibe. The video describes its theme as one that would fit a rebellious and angsty Pope from the 1500s, characterized by ornate silver crosses and a dark, gothic elegance. This theme is reflected in the brand's use of leather and custom silver embellishments.

💡Blue Boy

Blue Boy is another brand mentioned in the video, known for its down-to-earth, raw sketchbook style. The brand uses its founder's artistic drawing style as a vehicle to deliver its brand message. The video points out that Blue Boy has created its own figures, such as the Blue Boy and the complementaries the spider, which contribute to the brand's unique cohesion and expression.

💡Hamkas

Hamkas is described as a brand with an otherworldly theme, creating a universe where each garment represents a specific faction or community. The video suggests that their clothes are designed for specific jobs and places within this universe, giving them a futuristic, industrial working vibe reminiscent of the Star Wars Universe.

💡Aesthetic

Aesthetic in the video refers to the visual style or appearance that a brand projects. It is a key component of a brand's theme and can be used to describe the look and feel of a brand's products. For instance, Heron Preston's aesthetic is described as industrial, with a focus on orange colors and unconventional hardware, while Chrome Hearts has a gothic, elegant aesthetic.

💡Community

Community is mentioned as a way to find a theme by looking at the people around you and identifying common interests. The video suggests that a brand's theme could be community-based, appealing to a group of people who represent or support a common interest. Examples given include Supreme's association with skating culture and Aviator Nation's appeal to coastal beach populations.

💡Emotion

Emotion is discussed as a potential theme that can resonate with an audience. The video suggests that a brand can evoke a specific emotion, such as welfare for a non-profit brand or sadness with emotional quotes. This emotional connection can help a brand reach a certain group of people who typically feel a certain way.

💡Innovation

Innovation is presented as a driver for producing products and a potential theme for a brand. The video encourages thinking outside the box and doing things no one has done before. Examples given include Advisory Board Crystals, which grinds healing crystals into their dye, and Easy Made, which created one-piece foam footwear.

💡Consistency

Consistency is emphasized as a crucial aspect of maintaining a brand's theme. The video suggests that people love consistency and being part of something, which is why it's important for a brand to stay true to its theme. This helps in building a strong brand identity and maintaining customer loyalty.

Highlights

Jake introduces the concept of creating and maintaining a theme for a clothing brand, applicable to any business.

The importance of a theme for brand recognition and customer retention is emphasized.

An example of brand recognition is given with Supreme's box logo.

The video discusses the theme as a consistent, expected, malleable ambiance that gives personality and recognition.

Heron Preston's brand theme is described as industrial with a 'work in progress' vibe.

Chrome Hearts' luxurious, holy punk biker rockstar vibe is highlighted.

Blue Boy's down-to-earth, raw sketchbook style and unique brand vehicle are discussed.

Hamkas' otherworldly theme and universe-building approach to clothing are explained.

The video introduces Jake's resources for clothing brands, including vector packs and a manufacturer list.

The concept of location as a theme influence for clothing brands is introduced.

Aesthetic as a key element in defining a brand's theme is discussed.

Community as a source of theme inspiration and brand identity is highlighted.

Emotion as a driving force for brand theme and customer connection is explored.

The role of affordability in shaping a brand's theme and market approach is mentioned.

Innovation as a theme driver for unique product development in the clothing industry is discussed.

The video concludes with advice on maintaining a consistent theme and observing successful brands for inspiration.

Transcripts

hey guys it's Jake in this video I'll be

explaining how to create and maintain a

theme for your clothing brand and this

can really be applied to any business

clothing brands are just my vehicles of

choice also this video is sponsored by

myself and my digital assets for

clothing brands but I'll get back to

that later so a theme in general is the

consistent expected malleable Ambiance

that gives things personality and

recognition in English it's the style

that something has you want someone who

has already been exposed to your brand

before to be able to one see any part of

your brand again and instantly think of

the brand as a whole an example could be

seeing Supreme's box logo then

immediately thinking of the other pieces

they've made their skating history

pop-up experiences Etc and or two see

something in the wild that you can

reference in your brand and then that

Wild Thing reminds them of your brand an

example could be seeing a floor de

leaves or an ornate cross and thinking

of chrome hearts or hearing loved ones

talk about love for each other at a

family gathering and thinking of get

some sleeps everyone I love is here

hoodie the last this one's a super

specific example but it subconsciously

happens if the person has previously

experienced the brand and has an

affinity for it you want to keep your

brand in the customer's mind for as long

as possible and as frequently as

possible let's start with looking at

some examples to give appropriate

context and then we can expand from that

and then tie to what I said in the intro

so we're going to start with Heron

Preston his theme to me is like an

industrial work in progress Vibes almost

like a collaboration between caterpillar

and off-white it's high-end but still

expresses a feeling that the piece is

still under construction and it should

remain on the drawing board until

completion there seems to be some

overlap between Aaron Preston and

off-white most notably the heavy use of

orange in the inconstruct

but I feel like Heron leans more into

that atmosphere with pieces like these

another way to view Heron's theme is to

bring the dirty mechanical technical

paraphernalia of a construction site

cleaning them up and incorporating them

into stylized jewelry and garments

merging the two totally different

atmospheres into a cohesive entity

here's a little exercise for you try

thinking of two completely different

environments or atmospheres and see what

they look like if you merge them

together next is Chrome Hearts Chrome

hearts's theme expresses a luxurious

holy Punk biker Rockstar Vibe imagine if

the Pope in the 1500 was a little

rebellious and angsty he'd be wearing

Chrome hearts with that fat ornate

Silver Cross stamped onto his Classic

this is a cassock their look is leather

a lot of custom silver embellishments

and black traditionally speaking next is

Blue Boy Blue Boy's theme is a very

down-to-earth raw Sketchbook style blue

has embraced his artistic drawing style

and is used that as his main vehicle to

deliver his brand to his audience

similar to worn lotus's skeleton figure

vehicle

blue has created his own figure the blue

boy and the complementaries the spider

ghosts very spooky his heart which

looked like a pop balloon I think his

Reaper artist War Mantra and all

relevant drawings and stylings that give

his brand that unique cohesion and

expression

blue also posts frequently on his

personal page not just his brand page he

as an individual is the brand which

means his behavior the way he speaks to

his audience the way he shows mock-up

work and progress pictures the way he

just shares his journey is all a part of

his brand image and it heavily

influences his theme next is hamkas not

many people have heard of this brand

hamkas's theme is very otherworldly

they've created a universe where their

clothes represent a variety of factions

and communities that live and operate in

said Universe each garment is meant for

a specific job and exists in a specific

Place their Instagram also provides more

World building if you like keeping up

with those kinds of things these types

of clothes remind me of something that

would live in the Star Wars Universe on

a sort of industrial working Planet lots

of paneling tactical utilities layering

these garments belong somewhere they're

made for certain environments and

stressors their theme is this futuristic

long long time ago industrial working

vibe that you'd expect populations to

wear on the Star Wars planets of Hoth

Castle Coruscant jakku and so on

so now that we've explained more or less

what a theme is and gave some examples

on how other brands have established

their themes let's expand these into

actual steps but first let me tell you

about this incredibly valuable tool that

every clothing brand should use my siegs

Vector Maca pack and my manufacturer

list and what just released is my

sneaker mock-up pack and I made a bunch

of bundles for these two my clothing

mock-up pack is a template of 23

garments that can be easily manipulated

in Adobe illustrator and so many people

have been using my pack to make some

great clothes the sneaker pack is the

same thing but for shoes easily

communicate with manufacturers make

custom pieces within seconds and make

your Tech packs look cohesive and

professional and once you design your

collection use my manufacturer list to

find the perfect manufacturer for you

every resource in here I've personally

used and I trust them check it out at

seeks.com Lincoln bio add over

so there's a million ways to come up

with a theme for anything and any type

of inspiration or Affinity can work for

you but here are some guides to help

give you an idea on how to think about a

theme note these are not the end-all

be-all guides you can easily think of

more categories if you need to so first

location where does your brand or

product live what environment would it

be appropriate in something realistic

like activewear so desert snow mountains

camping or a graphic tee May belong in a

skate park outdoor mall chilling with

friends for grade school students Etc

maybe something unrealistic like a

futuristic puffer coat with neon accents

that would belong in a space in the

future this example isn't real but

figuring out a location can help inspire

a look for a garment or a whole

collection or even the direction for

your entire brand next is the aesthetic

looking back at hair impressed and in

Chrome Hearts their aesthetic is pretty

clear Heron Preston likes industrial

looks orange colors unconventional

Hardware choices construction Vibes and

chrome Hearts is Punky dark gothically

elegant it's for Rich bikers and so on

try to describe a very specific being

with multiple elements as homework what

would the main colors be Who would wear

these garments what other brands could

your brand be worn with what's the

temperature of the brand Chrome hearts

and a cold wall give very cold emotions

while Brands like Aviator nation and

carrots give very warm and bright

emotions think about your aesthetic and

how you'll be perceived in the market

next is community another way to find a

theme is to look at the people around

you who are people like you where do you

belong like-minded people usually like

similar things your theme could be

Community Based and called to a group of

people that all represent and or support

a common interest examples could be

Supreme in their association with the

skating culture Aviator nation and their

appeal from the rich Coastal Beach

populations and Rick Owens for sad

people and their Geo things next is

emotion you could find an emotion that

resonates with your audience it could be

welfare like for a non-profit charitable

brand like Advisory Board crystals or it

could be sadness and contain lots of

emotional quotes like get some sleep

it's a very broad spectrum of emotion

you want to make people feel a certain

way or reach a certain group of people

that usually feel a certain way

affordable you could also want to be the

really accessible and affordable type of

brand or company and the direction of

reaching everybody will help guide your

business decisions and the products and

services you offer and the last example

is to use innovation as your driver in

producing products you always want to

think outside the box and do things no

one's done before advisory boards

crystals grinds property healing

crystals into their die that's pretty

damn unique and cool easy made his

one-piece foam Footwear that was pretty

new and helped shape a new wave all

these examples aren't set in stone a

brand can have multiple of these angles

they're just nice to be aware of and can

help direct your train of thought

whatever your theme is dance around it

play with it work within the bounds of

the theme people love consistency and

being a part of something and that's how

to think about creating a theme

sometimes it'll be difficult maintaining

it as you think of new products but

practice makes Improvement and be sure

to look at the brands that are in the

market see what their theme is and why

they're good at it thanks for watching

like And subscribe if you haven't

already check out my Brands and check

out my mock-up pack and manufacturer

list they're very valuable see ya

[Music]

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