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.
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.
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 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.
(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 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.
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.
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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
TUBITAK Entrepreneurship and Innovation Award, Turkey
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
iF Concept Design Award 2012, Germany