MMXXI
Heat Waves
Client: K-Way MMXXI
Heat Waves
Date: 2022
Services: Art Director, 2nd Photographer,
Campaign Art Direction
The Project Scope:
In an effort to shift Cape Union Mart and K-way in to a younger edgier sphere, a streetwear collection has been created to infiltrate the Millennial and GenZ demographic.
Ultimately, think of GORPCORE!
There is a massive market share held by K-way as a brand. This share however has never consisted of the younger streetwear market. With keeping in mind, the massive gap in the market for technical outdoor gear being used as a means for streetwear this collection was created.
