Simon CroftsCreative Director (Global)
Understated Era
 ProjectsCreate a luxury English menswear brand that embodies the ethos of quiet luxury and redefines traditional tailoring for a contemporary, inclusive audience. The brand needed to merge traditional English sartorial elegance with modern design sensibilities, including technical fabrics and a minimalist aesthetic. The project required full-spectrum development, from naming and identity creation to product design and digital presence, all while pioneering non-binary fashion and setting a new benchmark for sophisticated style.

• Develop a compelling brand identity, including the name, visual direction, and core messaging, that captures the spirit of understated elegance and innovation.

• Design a pre-collection that draws inspiration from traditional English tailoring, integrating contemporary minimalism and influences from streetwear, sportswear, and technical apparel.

• Establish a distinctive digital presence that reflects the brand’s luxurious, inclusive essence while being intuitive and engaging for users.

• Position the brand as a non-binary luxury fashion challenger, appealing to a discerning global audience.

understatedera.com
About
Contact