Past Projects
To follow is a look back at prior projects. The apparel development spans different categories; from performance golf, to contemporary menswear, to denim, activewear, and streetwear. In addition to product development, brand development and content creation work was also created for these projects. Other client work extended into B2B trade industry, retail and the non profit sectors. Be sure to preview the slideshows for more information on each project.
Par(x) / Par Excellence
Cleverelevance had to opportunity to develop all aspects of Par(x), the first Filium Activated Plant Based Performance Golf Apparel brand. Blending style with functionality for wear on or off the course, it was important to design a range that catered to the global appeal of today’s game. The video reel exemplifies the direction for the new golf brand and the slideshow illustrates the unique mission of providing sustainable performance apparel in a sea of unsustainable synthetics.
Filium® Technology
Cleverelevance had the privilege of developing new strategies to extend Filium® technology into the marketplace. Filium® is an organic activation process enabling natural fibers like cotton or wool to have technical properties (fast drying, odor resistance, stain resistance, etc). It is truly a game changing technology that can enable brands to develop more sustainable apparel, while minimizing synthetics altogether. Cleverelevance pitched a two pronged strategy. 1) Introduce new brand concepts for different market sectors. 2) Partner with brands to develop Filium Activated versions of their iconic styles. It is truly a game changing technology that can enable brands to develop more sustainable apparel, while minimizing synthetics altogether.
Les Poursuivants / Les PSV
Cleverelevance was tasked with creating a cycling line for the modern cyclist. Les Poursuivants is a performance activewear brand committed to providing tasteful design with professional cycling manufacturing. Blending influence from vintage cycling and contemporary street style, the brand focused on passionate cyclists that didn’t want to look like the stereotypical spandex caricature. Quickstrike capsules were developed providing three cycling tops to coordinate with one set of bib short bottoms.
B. Well Indigo
B. Well Indigo was a denim driven sportswear collection. The brand was developed and positioned to be an entry level price point for better specialty retailers. The collection utilized available piece goods and small batch runs to keep costs accessible and maintain minimal inventory.
Agenda Tradeshow
Since 2003, the Agenda Show has been at the forefront of the streetwear industry, providing emerging designers and their labels exposure to key retailers. When Canadian based AZTQ acquired ownership of the show, they looked to Cleverelevance to relaunch the event.
First & Stewart
First and Stewart was a lifestyle blog and social media persona created for Zebraclub, a wholly owned retail subsidiary of International News. Named after the flagship store’s location, First and Stewart featured content curated for the target consumer and was intended to establish Zebraclub as a sphere of influence.
Aunts & Uncles
Aunts and Uncles, a leather goods collection was a brand featured in First and Stewart’s “Travel Routine” section. Covering trade shows was / is an effective way to create lots of new and future owned content. It also builds alliances for co-branding.
Clae Footwear
Footwear is a choice often made in the morning that affects the course of the day. Clae is a perfect example of shoes that work well on the streets, in the office or at home.
Master & Dynamics
Introducing brands whether the products were carried in store or not enabled buyers to check engagement about new products. Above: Courtney talks about Master & Dynamics in the En Route section.
Marvis Proraso
In addition to introducing new products and services relevant to the First and Stewart customer, the overall intent was to establish the shop as a subject matter expert on all things related to the target consumer’s lifestyle. Marvis Proraso is an example of boutique products for the “Morning Routine” section.
Brooklyn Circus
In certain cases some features could be placed in more than one section. This feature about Brooklyn Circus Clothing would work in the “Freshly Dipped” category. It was placed in the “Daily Grind” section, the section relating to all things Career or Work Related to coordinate with additional content shot about BkC’s founder, Ouigi Theodore.
Bellroy
The “En Route” section of F&S focused on all things related to the Daily Commute, with an emphasis on the ever popular Everyday Carry category (EDC) of items and accessories. Above, Jimmy Gleeson discusses Bellroy wallets, his Daily Commute Essentials and how simplifying wallets has become the journey.
Zebraclub
Established in 1985, Zebraclub launched as a retail laboratory showcasing a selection of Seattle based sportswear brands. The shop was an early pioneer of lifestyle retail introducing many innovative concepts; shop-within-a-shop merchandising, a hair salon, a café, an espresso bar, a recording studio, etc.
New York Cycle Club • NYCC
The New York cycle Club is one of the largest and oldest recreational cycling clubs in the USA. As an avid cyclist and member, Lando Felix took on the pro bono design project to create NYCC’s 75th anniversary cycling kit.
Z•Life Denim Lounge
After a prosperous career as a regional sales manager, Adam Zuckerman decided to open a specialty boutique. Adam wanted to provide the residents of Rye, NY a fashion resource without having to travel all the way to Manhattan. AZ’s vision was for an eclectic mix of high end brands sitting along side casual brands and premium jeanswear.
RSRV
The RSRV trademark was conceived by Lando Felix. The name draws inspiration from the “reserve” pressing of grapes at a winery. Drawing inspiration from Rio, Tokyo and St. Tropez, the inaugural collection made its debut in Frankfurt and was picked up by Fred Segal in Los Angeles, True in San Francisco, Selfridges in London.
The Enyce Clothing Co.
Enyce (pronounced en-knee-CHAY’) is an American sportswear brand created in 1996 by Tony Shellman, Lando Felix and Evan Davis. The trademark was coined by Felix and represents the phonetic pronunciation of NYC. Building off the success of their first sportswear label Mecca USA, Enyce continued to redefine the Urban sector of Streetwear. The brand was distributed globally in scores of countries across Europe, Asia and the Americas. Enyce was acquired by LCI in 2003 for $114 million.
Mecca USA
Dissatisfied with the limited merchandising and overall quality of the streetwear labels that preceded them, Tony Shellman and Lando Felix set out to create a sportswear collection that rivaled the global brands they admired and truly reflected the burgeoning culture of New York City. Worn by influential artists and knocked off by fashion maven Donna Karan, denim gurus Replay Italy, and luxury tennis and skiwear brand Fila, Mecca USA grew to $25 million USD in its first two years. Mecca USA’s immediate success at retail created conflicting visions on how to grow and sustain the young label. Shellman, Felix along with Evan Davis parted ways from their manufacturing partner to continue the pursuit of building a global brand.