2017

Our naming service was commissioned to create a distinctive identity for a forthcoming youth street-wear brand—one that deliberately defied traditional fashion norms. The result of a rigorous language and ideation process, “AfterLabel” emerged as a strategic choice that reflects a departure from conventional branding. The…

Seoul forced us to commit. We bought a small apartment, turned it into a shooting set, and learned fast. Korea was harder than China, colder, sharper. Kimchi kept us alive. Execution did the rest.