Identity Evolution

Summer 2013



This was the season that we changed from revolving our designs around photographs to focusing on making the "OAK" stand out. We had a realization that stOAKed was about sending a message, a vibe, a mindset. So we stopped using pictures in the designs, so that people would be able to see "stOAKed" clearly.



This design took so, so long to create. We were photoshop amateurs and this one really tested our patience to learn the application. But it turned out exactly as we had visualized it. And it was one of our most beloved designs. We had not yet moved from digitally printed heat transfers, so maybe we can bring this design back in the future to deliver it how it was meant to be.