third culture apparel

Third Culture Apparel is a labour of love, streetwear apparel company out of Montreal, Canada. The heart of the brand lies in cool, modern design that represents Third Culture kids and is “dedicated to showcasing a diverse range of artwork and design for globalized origins.” I was brought on as a team member to assist in Creative Direction, Social Strategy and some content creation. When I first came on, Third Culture Apparel was still rolling out content and promotion for their first collection, but were gearing up for the release of their second collection - ORIGINS.

It was a pleasure doing the Creative Direction for all social assets in regards to the collection ORIGINS. I was able to take the established brand look and feel of Third Culture Apparel, and elevate it to the next level. With the current ‘90s revival in full swing, I played with the idea of nostalgia. How polaroid pictures and kids caught playing with film cameras is the ‘90s nostalgia, which then interacts with clothing that utilizes designs and materials from cultural origins, also nostalgic in nature. We wanted to meet modernity and vintage revival. The results were taking modern approaches to styling and camera use, but stamping all assets with the aesthetic feel of a grungier film camera appeal.

Check out Third Culture Apparel to see more of the video and look-book content from my creative direction for ORIGINS!