002 · Clothing Brand
DSCNCTD
Merch DesignArt DirectionCampaign VisualsWeb Design
DSCNCTD is a streetwear brand rooted in music and entertainment culture. Their audience knows visual language — they can read when something is earned and when it's borrowed. The brief for this collection was mythology: ancient imagery applied to garments for an audience that doesn't miss a thing.
Mythology in streetwear is well-trodden. Done without specificity it reads as decoration. Done with the wrong references it reads as costume. The challenge wasn't using mythology — it was deciding which myths, treated how, to say what.
Ancient imagery — engravings, classical figures, mythological creatures — paired with heavy type. The visual territory that shaped how we approached the illustrations and typography for both pieces.
Cupid in classical engraving style, held by a heavy Blackletter wordmark. The contrast is intentional — the typography carries the weight, the figure carries the feeling. The echoing outline layers give the word physical presence: it doesn't sit on the garment, it sinks into it.
The griffin rendered with atmospheric depth — smoke at the edges, light breaking through the wings. The phrase beneath isn't decoration: it's part of the garment's identity. A quiet manifesto for the person wearing it.
The exploration focused on form: how much detail could survive at garment scale. The griffin needed to be readable as a back print — strong from distance, detailed up close. The sketch stage defined the silhouette before committing to the final illustration treatment.
EMERGE FROM
THE SHADOWS
LIKE A GRIFFIN
For a clothing brand, the site is the second showroom — where the drop lives after the photoshoot wraps, and where the decision to buy gets made. Built to convert without coercion: story before catalog, brand world before price tag, one decision per page. Three screens below break down how the conversion logic is laid out — then scroll the live home page yourself at the end.
The drop is framed as story before catalog. Visitors are primed by the brand world — "Two pieces. Two traditions. One drop." — before they ever see a price tag. Desire is built first, objection eased second.
The lookbook reads like a print spread. Full-bleed photography, intentional whitespace, scrollable cadence — the rhythm slows visitors down and walks them to the buy page already half-decided.
Product story sits alongside the size selector. Add to Bag is the single call to action above the fold — clean, dark, unmistakable. Specifications and shipping live below as supporting evidence for the decision the page is built to close.
A mythology brief can go wrong in a hundred ways — too theatrical, too literal, too borrowed. Both pieces avoided that by starting with specificity: not mythology in general, but two traditions chosen for what they mean, not what they look like. The typography does the work of modernising. The illustration does the work of grounding. Neither piece explains itself — and neither needs to.
The site carries the same restraint. Editorial pacing instead of urgency theatre — five pages that frame two pieces, archive-style. The brand reads consistently from the garment to the screen because the same standard governs both. That's the point.
