2016 / NEW YORK






Denim Supply

OUNCE. is a brand and product offering tailored for denimheads,  individuals who are obsessed with premium denim.

Team project with; Natsuki Hayashi and Souvik Paul

Natsuki Hayashi, Souvik Paul and I worked together as part the Brand, Product and Experience class, taught by the founding members of Aruliden, to develop the product and brand offering for the burgeoning denimhead movement. We built our brand pyramid to address and embody “the authentic self,” and seeking to help denimheads celebrate their denim as the centerpiece of their wardrobe and their ideology.


Denimheads are obsessed with premium denim. Willing to spend $300 to over $500 per pair, denimheads love the quality and individuality associated with selvedge and raw denim. We wanted to design for this subculture.


Further, raw denim hasn’t been washed or distressed by the manufacturer in any way before reaching the end consumer. This allows denimheads to "wear in" their jeans themselves, and to develop an idiosyncratic fade pattern reflective of the wearer’s lifestyle. It was this almost ritualistic process around fading—wherein denimheads would go months and years before washing their jeans.

Selvedge denim is a visual marker of denim jeans that have been produced using old style looms—which create only enough denim for one pair to be produced at a time. This contrasts with existing industrial methods of jeans manufacture, in which massive sheets of denim are cut down to make several pairs of jeans. Denimheads maintain that the old style manufacture results in a stronger, higher quality article of clothing.


Though it was hard at first for us to relate to denimheads, we quickly realized that underneath the sometimes strange behavior of denimheads — whether that was soaking their jeans in the bathtub in lieu of washing them in the washing machine to avoid losing too much indigo dye in their jeans, or participating in denim world tours where jeans would be sent around the world to be worn by different denimheads for a month at a time — there was an underlying theme of commitment to sustainability and authenticity. We built our brand pyramid to address and embody “the authentic self,” and sought to help denimheads celebrate their denim as the centerpiece of their wardrobe and their ideology by creating Ounce. Denim Supply.



Authenticity has been in the heart of idea generating process. From small accessories to larger furniture pieces we have explored a wide range of products which bring valuable experiences into denimheads' ritualistic lifestyle and celebrate authenticity.


We developed two products, the oz.kit and the oz.stand, using materials that would age well over time — brass, leather and wood.


The oz.stand is a furniture piece that highlights the centrality of denim to the denimhead lifestyle.

Jeans are hung on an pill-shaped loop that allows them to be prominently displayed—even when not being worn—allowing air to circulate through them and keeping them smelling fresh for longer. The tubing of the stand is made from brass and stainless steel. The structure is stabilized by a dense brass base with a wooden lid that doubles as a platform for shoes. The lid flips over to reveal a stainless steel bottom, perfect for catching water drips from washed denim as it hang drys on the stand.


The oz.kit is a pill-shaped wooden box with a brass lid, containing two glass bottles with nested measuring cups made out of brass, four marble stones, and storage compartments for the user’s odds and ends.

The bottles contain salt and baking soda, and vinegar - staples that denimheads use to clean their jeans in order to avoid using damaging detergents - and are refillable. The stones are used to weigh down jeans when they’re soaking in the bathtub; their white color is meant to pick up the indigo dye over years and years of use, echoing and reversing the fading process of the jeans



The oz.kit comes with the purchase of the oz.stand, and is stored on the pill-shaped loop in the stand, providing an ideal spot for users to toss their keys and wallet into after coming home.


An important brand touchpoint is the serial number. Each oz.stand comes with its own serial number, engraved on the structure itself and on the inner lid of the accompanying oz.kit.

(Ounce. community members who buy an oz.kit separately before buying an oz.stand will have the option to send their kit in in order to have it engraved.) Aside from personal and aesthetic value, the serial number connects members of the Ounce community together. Serial numbers will be distributed in a geographically diverse manner, and Ounce. Denim Supply will sponsor denim world tours among its community members with serial numbers belonging to the same family. Ounce. will maintain a heavy presence on popular online denimhead fora such as superfuture, reddit, and Heddels, and will sponsor denim championships to engage with the denimhead community.

The packaging for the oz.kit is a reusable canvas and leather tote bag—shaped to match the iconic pill shape of the oz.kit and oz.stand—with a heavyweight paper band wrapped around.

The paper slip articulates the brand’s mission elements: “The careful selection of authentic materials that age with time. No details spared in the construction process. In the spirit of storytelling, one pair of jeans at a time.” Within the kit itself is a note welcoming users to the Ounce Denim Supply community, along with the signatures of the brand’s founding members.

The oz.stand is packaged in a cardboard box, with clear assembly instructions printed on the inside, and all of the easy-to-assemble parts fitting neatly inside the base of the structure.

We imagined both products selling in stores such as 3x1 or BlueinGreen—premium denim outlets. In order to distinguish the oz.stand from the in-store fixtures, we designed an installation that calls attention to the product with sophistication and understatement.


Product Designer


New York / USA

All works © Adem Önalan 2015

Please do not reproduce without the expressed written consent of Adem Önalan.

This website is designed and created by Adem Önalan.


Core77 Design Awards, 2016

Student Notable, Furniture & Lighting (Project: Ounce)


Core77 Design Awards, 2015

Student Notable, Interaction Design (Project: Ditto)


Core77 Design Awards, 2015

Student Notable, Social Impact (Project: Spinute)


Republic of Turkey Ministry of Economy, 2014

Full Scholarship Recepient for Graduate School


IMMIB Industrial Design Contest 2014, Turkey

Professional-First Prize


TUBITAK Entrepreneurship and Innovation Award, Turkey

First Prize

TUBITAK : The Scientific and Technological Research

Council of Turkey


Asia Awards: The Student of Asia 2013, Japan



Red dot award: concept 2013, Singapore



International Design Excellence Awards  2013, USA



A' Design Award Winner 2013, Italy



IMMIB Industrial Design Contest 2013, Turkey

Student-First Prize


iF Concept Design Award 2012, Germany