HOLOCENE

A PERSONAL PROJECT FOR THE WORLD

HOLOCENE began in the middle of the modern streetwear boom. At this time, various brands were being created and becoming successful, and there was an opportunity to do something new. As consumers were waking up to the unethical practices of the wider industry, focus on potential methods to improve its footprint was and still is needed.

Sustainability is at the core of HOLOCENE. The term ‘holocene’ is defined as the epoch that we currently live in, going back over 11,000 years. Its etymology derives from the greek words “holos” meaning whole, and “kainos” meaning new. The concept follows that this is something wholly new.

Understanding the main draw of the brand, HOLOCENE conveys sustainability throughout the language of its design. It utilises a combination of natural colours, botanical iconography and rural photography, emphasising the brand’s environmental purpose.

Contrasting this, there is a distinct urban component to its identity. This was chosen to reflect the conflict between standard industry practices, and HOLOCENE’s contemporary model. Visually the two mesh together, creating a unique balance for consumers and the market.