Branding and Creative Direction
The Narrows is a fashion-forward clothing brand inspired by teenage angst, shadows, and sports lifestyles that aims to push the edge of men's fashion. Initially developed in 2012 exclusive for Urban Outfitters. The Narrows is now distributed to 300+ specialty boutiques and larger retailers like Nordstrom and Bloomingdale’s.
The brand uses innovative silhouettes and a mixture of fabrics. Its continued growth is a testament to the company’s positioning strategy as a leader and innovator in the ever-changing men’s fashion industry.
Brand Identity
Developed brand identity, mission statement, and values. Working closely with the brand’s management, stakeholders, and customers to analyze and condense gathered intelligence into detailed messages that embody the company and brand’s meaning. Captured the essence of the company and brand through this process. Looking for a unique and original voice to represent the brand.
We determined that a void in the marketplace existed and The Narrows could secure fanbase looking for affordable fashion options to brands like Rick Owens, All Saints, and Oak. By understanding specific customers needs The Narrows continues to drive long term brand growth.
Photography Voice
Influenced by iconic New York photographer Robert Mapplethorpe, we wanted to create a sensitive yet blunt treatment across all The Narrow's brand photography and print collateral. Highlighting the dark human — masculinity, affectionless, without sacrificing feminine grace and mysticism.
The Luxury of Not Caring
In an industry currently occupied by mild-mannered designers preoccupied with making anodyne, commercially viable clothing above and beyond bold design statements – The Narrows stands out. Creating "the luxury of not caring" is the aim of every garment produced.
From the dip-dyed plaid woven shirt to the unassuming garments, each piece has small attention detail that makes them unique and yet effortlessly cool — delivering the customer confident in who they are.
The Rocky Horror Picture Mood
A toast! The Narrows physically ached to be part of that group of cheerfully degenerate weirdos, aesthetic of broken idealism, occult mysticism and teenage rebellion. The Narrows continues to create radical approachable affordable design in a world that’s not.
There's a light in the darkness, of everybody's life.
Brad Majors and Janet Weiss
Client: Urban Outfitters + Brooklyn Cloth
Software: Photoshop, After Effects, Illustrator, and Keynote
Roles: Creative Direction, Art Direction, Menswear, Branding, Strategy, Graphic Design, Illustration, and Visual Design