ALLY CATS
The visual direction for Ally Cats was heavily influenced by underground streetwear culture, Cybersigilism aesthetics, internet design trends, and contemporary denim brands. I explored how gothic typography, abstract symbols, distressed textures, and oversized silhouettes could be combined to create a cohesive identity that felt both futuristic and wearable.
Research focused not only on visual inspiration, but also on understanding garment construction, branding systems, and how fashion brands create recognisable identities across clothing, packaging, websites, and social media.
This phase helped establish the tone of the brand and informed many of the later design decisions throughout the project.
Alongside the physical garments, I also explored how the Ally Cats identity could translate into a digital retail experience. Early website concepts focused on creating an interface that reflected the same experimental and poster-inspired aesthetic present throughout the clothing and branding.
The website designs explored layout composition, navigation, hierarchy, and product presentation while also identifying areas for future refinement. Through this process, I gained a stronger understanding of how fashion branding extends beyond the garment itself and into the wider customer experience.
One of the most challenging and rewarding aspects of the project was learning how to construct the jeans themselves from scratch. Rather than relying on pre-made patterns, I wanted to better understand the technical process behind garment construction and develop the skills needed to create original clothing designs independently.
Using an existing pair of jeans as a starting point, I developed custom patterns, refined proportions digitally, and tested multiple fitting adjustments throughout the process. This iterative approach allowed me to better understand how sizing, fabric behaviour, and silhouette influence the final outcome.
As this was my first experience sewing jeans, the project involved constant experimentation and problem solving. Through repeated testing, fitting sessions, and alterations, I gradually refined both the fit and overall construction quality of the final piece.
Ally Cats is a conceptual streetwear brand centred around oversized denim and Cybersigilism-inspired graphics. The project explored the intersection between fashion branding, garment construction, and digital identity, combining handcrafted production methods with contemporary streetwear aesthetics.
Developed over a 10-week process, the project covered the complete creative pipeline — from brand strategy and identity design through to pattern making, sewing, website concepts, packaging ideas, and promotional material.
The goal was to create a visually distinctive brand that felt playful, experimental, and authentic to modern online fashion culture while still maintaining a strong and recognisable visual identity.
07/05/2025
University of the Creative Arts
This project significantly expanded both my technical and creative skillset. It pushed me to work across multiple disciplines simultaneously, including branding, garment construction, digital design, screen printing, and creative direction.
One of the most valuable parts of the process was learning through experimentation and iteration. Many aspects of the project involved trial and error, particularly within the garment construction phase, but this ultimately helped me build a stronger understanding of both fashion production and design problem solving.
If I were to continue developing Ally Cats further, I would expand the collection, refine the website experience, and invest more time into photography and campaign presentation to further elevate the brand identity.