This Fresh From The Field features branding for Earls by Studio7
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Earl’s is the passion project of Lewi Earl Brown, who upon hanging up his boots on his professional league career, decided to take his love of clothing, family name, and leave his mark on the fashion world.
Many things come to mind when you think of the word Earl: nobility, heritage, esteem, but for Lewi this name was the source of ridicule and confusion growing up, being relatively old-fashioned while belonging to his estranged father. As much a reclamation of his personal identity as the expression of a desire to redefine the perception of modern streetwear, Earl’s originated as a clothing label with a unique story to tell.
With this background in our pocket and Lewi’s aspirations leading the way, our brief was to bring this label to life.
Earl’s originated against a backdrop of considerable change in the fashion world. With hip-hop culture redefining the style of some of the world’s biggest luxury fashion labels like Gucci and Louis Vuitton, we drew parallels between this paradigm and Lewi’s aspiration for Earl’s. Both centred around reinvention, and with Earls, this reinvention was paired with a nod to the past and a celebration of nostalgia.
The current disruption in hip-hop was also an influential factor with the genre in the depths of a punk-style renaissance and new artists breaking away from tradition in all stylistic forms – from fashion, to musical-influence and the eschewing of conventional lyricism for raw energy. With these thoughts leading our direction, the creative process became a back-to-the-drawing board affair of intentional rule-breaking and discovery. Our designs modernised classic elements and were purposefully loud and abrasive. The main logo was crafted in a retro VCR font but with bright colours, displayed on the clothing, print and digital iterations as intentionally off-centre, drawing the eye to atypical places. Like the unashamed celebration of an unpopular name, our visual designs represented confidence in difference and the desire to step outside of imposed expectation.
At just a few weeks in market, Earl’s is making as much noise as intended. With close to 500 sales in this short time and with word of mouth driving the launch of the first collection, we’re excited to be knee-deep in an exciting industry and helping Lewi welcome a whole new generation to Earldom.