NITTY GRITTY

Repositioning high-end fashion institution Nitty Gritty from a male clothing store to a modern multibrand store for men and women. Given its many events and collaborations, the store needed several identities within the identity; an open system, not unlike a gallery, yet with its own integrity and brand flair. With its international client base—online orders, tourists visiting, and foreign sneaker collectors lining up outside the store—the main identity subtly hints at travel, while their art shows and music events reference a traditional gallery and a club, respectively, with consistent typography tying it all together.

Brand identity
Signage
Label system
Packaging design
Merchandise
Window installations
Event communication