Surf Wear (Kelly)

1. What subculture/s does your label appeal to.

• Surfing
• Mod (a subculture that originated in London, England in the late 1950s.)

2. What totems are important to intended market?

• Water, plant, daisy and fleur-de-lis

3. What symbols will occur as motifs on fabric designs?

• Water drops, waves, leaves
• Mod bulls-eye symbol
• Adinkra symbols (which represent concepts are found everywhere in Ghana, West Africa; they are used to communicate evocative messages that represent parts of their life or those around them.)

4. What will be the colours of this seasons range?




5. What historical styles will you as a designer reference and use in your fabric prints and motifs?

• 1950’s retro
• 1930’s (later Art Deco)
  
  

6. What age group are you targeting with your fabrics and styles?

• 30-50 y.o.

7. What gender are you targeting with your fabrics and styles?

• Females

8. What season?

• Spring/Summer

9. Geographical Distribution? Name 1-4

• Australia
• New Zealand
• USA
• Canada

10. Social, Political or Environmental awareness? If so what issues rattles you the most.

• Environmental (eco-friendly fabrics)
• Supporting women’s groups in other countries

11. Define the products in the range.

• Swimsuits, t-shirts, shorts, dresses, skirts
  
  

12. Types of fabrics?

Eco-friendly materials including recycled fabrics, hemp plus organic cotton and linen (that is grown, processed, and produced without using pesticides and other toxic chemicals.) A hint of spandex for swimwear to give it stretch.


13. Name of your brand?

Brainstorming words:

• ocean, wave, surf, surfer
• green, eco, tree, enviro, earth
• live, love, project, connect
  
  

• eco surf project
• eco surf matter
• eco surf life
• eco surf connection
• eco friendly apparel
• invoke eco surf
  
  

14. Themes to explore in fabric fashion range?

• Retro graphics, symmetric patterns, floral, surf.