creating a unisex brand that represents non-conformity, a collection that anyone can wear. Eradicating trends this will be something that is genderless, the subtraction of man and woman. This will be exemplified in the garments with simple silhouettes and oversized cuts. These pieces will allow practicality and comfort for the wearer; the unique selling point will be in the use of colour and print of these garments. The communication being a key point will reiterate this aim with the representation of ‘everyone’, moving away from societies standards of perfection. The diversity will be shown in the choice of models with unique attributes that make them perfect for the brand, different, shapes, height, age and race. This brand will become an identity, something that people instantly recognise with the distinguishable brand name and logo designs.