TODAY. denim
The brand needed to be approachable. It needed to feel safe and comfortable. The topic of women’s bodies is sensitive. The shopping experience is sensitive. We were creating a brand around a different shopping experience, one where women got to show up exactly as and how they were. Everything within our presence needed to reflect that.
A business I created with my best friend, TODAY. denim was a reclaimed denim company of secondhand sourced jeans, tailored to women’s bodies to create a custom fit pair.
We photographed our friends, our clients, and ourselves. We documented the process, the behind-the-scenes, the studio, and life within the in-between.
We started a blog where we could interview and photograph our clients after receiving backlash, stating that we weren’t showcasing “real bodies.”
We incorporated statistics and facts into our content about the environmental impact of the fashion industry.
We collaborated with other local designers and shops to market across multiple channels and broaden our local reach.
We relied on transparency and authenticity to maintain the impact as a brand that our customers could trust.
While inviting, safe, and inclusive, the overall look and feel of the brand was always understatedly aspirational. We needed people to feel like they needed to be a part of it. And within our small local market… It worked.
all photographs by
