UNTY started with a lot of experimenting, with concept, designs, and campaigns. Now we want to start developing and building on the brand, not just with our standard product line (t shirts and sweaters), but into more diverse pieces.
Our design direction still involves concept, however with the winter collection, we wanted these designs to work as a whole, not just as individual pieces. The concept is driven by the question of “what if”, and how letting your imagination create this alternative reality that could have happened is poisonous.
Since the concept is taken from the imagination, the setting needed to remain completely ambiguous. We worked with photographer Omar Harbi to achieve this.