the story in the design
Our Origin print
the story in the design
We started in 2018 and spent most of 2019 at the markets. Bondi was where we first got our break. Some busy days, some very quiet ones, all of them finishing with a cold one and no particular expectations. We had a website, but only just…
then the world shut.
Early days at the Bondi markets
Stuck at home like everyone else, we sat at the dining table and worked out what we actually had. If nobody could leave the house, that very basic website had to do something it had never done, and that meant knowing what we stood for well enough to say it out loud.
So we spent lockdown on an uncomfortable question: why would anyone buy from us when the big names already exist?
The answer wasn't to be the biggest or the best. It was to make a small number of things properly, for people who'd rather own less and keep it longer.
Every garment is a quiet two fingers to fast fashion.
Made to last, because we hate waste. The Good Gear Guarantee™, because we'd rather back our gear than argue about it. Rewild™, because your old gear is still worth something to someone.
then there was the print
Our first logo was our tattoos: a wolf and a bear in Nordic runes, one each. It meant everything to the two of us and nothing to anybody else, which is fine for a tattoo and a problem for a brand.
then it clicked
So we started again. Sketchbook after sketchbook, none of them landing, all of them nearly right. Then one afternoon it clicked, and we celebrated the way we'd celebrated every market day at Bondi. Hard, and immediately.
What we'd been circling all along was simple. The wolf and the bear facing each other. Not one leading the other. Two animals holding their ground together.
Underneath them sit five coloured lines, one for each of our pillars. Ness described the palette at the time as pastel, a bit Benetton, with the ease of Japanese design. We'd just got back from skiing in Japan, which explains more than it should.
the five lines
One for each thing we'd rather live by than print on a swing tag.
01 / Green
“wild life”
The reason any of this exists: the wild places that made us want to start.
02 / Sand
“the pack”
Artists, musicians, wanderers and whoever finds us at the stall, all sure this planet is worth looking after.
03 / Sky blue
“new horizons”
Whatever's next, for us and for you. We want your say in it.
04 / Dark blue
“the adventure”
Everything we make is meant to come along when you go.
05 / Dust
“sustainability”
The ground we stand on, and the work of treading lighter on it. We're not finished, and we'd rather say so.
The long version lives in Our Brand Heart.
