(005)
Year
2023
Client
Naughtica Property
NAUGHTICA is a concept that redefines exclusivity through intention rather than recognition. Built around a shared appreciation for culture, design, and personal expression, the brand creates a sense of distinction that feels natural and unforced.
The identity takes a minimal approach, allowing material, typography, and atmosphere to communicate its character. A restrained visual system provides the foundation, while subtle details introduce depth and personality across different applications. The result is an aesthetic that feels considered without becoming distant.
This concept was developed as an exploration of brand identity within contemporary streetwear, examining the relationship between functionality, individuality, and self-expression. Broken Alternatives represents a quieter perspective on streetwear — one that moves away from loud statements and trend-driven aesthetics, focusing instead on subtle details, thoughtful design, and everyday relevance.
At its core, Broken Alternatives exists as a quiet counterpoint to the constantly changing landscape of fashion. It embraces imperfection, simplicity, and the beauty of things that feel lived in over time. The identity reflects a more considered approach to dressing — less about being noticed, more about feeling connected to what you wear. It is an exploration of streetwear that prioritises presence over attention, longevity over novelty, and personal expression over expectation.
