Denali

Denali is a brand created by Isabel Lewis, where she is looking into making surfer wear outside of surfing, but can be beneficial to it. I really like her brand concept of encouraging generation to embrace the outdoors, as I believe its becoming common for us to stay inside on our computers or phones.

What is your brand concept?

The concept behind my brand is to try and encourage our generation and future generations to escape their screens and explore the outdoors.

what sports do you focus on the most and why?

I am focusing on before/after wear for surfers that could also wear it as everyday where, so mainly looking at jackets and dry robes, etc.

what market do you think needs more focus on in the future?

I have done research into materials, cutomer market etc, but also looked into my own experiences such as going surfing, figuring out what I would want and where there is a gap in the market, so I believe what I am creating is needed in this area

name one of your design cues and expand?

they may change but i think my design cues are: adaptable (becse the clothes can be worn at the beach or the bar), personification (because I want the clothes to have personality/story telling aspect to it), Ethical (all materials will be ethically sourced such as the lamswool etc)

between aesthetics and functionality whats more important?

both functional and aesthetic are key for this project to work, I need legitimacy from my brand so clients can trust it but I want people to buy into this brand for aesthetic as well

where do you get inspiration from?

My inspiration for this project is from Ben Moons story about his travels and dogs,