CRUX
Light Up the Chaos
Background
Our brand philosophy focuses on raising awareness and support for refugees in war zones. To achieve this, we donate part of our earnings to UNHCR, aiding refugees in need. Additionally, we want people to see their purchase as more than just a good deed. By wearing our clothing, individuals can empathize with refugees while maintaining a fashionable style, effectively increasing awareness for their plight.
CONCEPT
By wearing our clothing, individuals can empathize with refugees while maintaining a fashionable style, effectively increasing awareness for their plight. The design incorporates practical elements: upper body armor provides protection, Velcro patches allow attachment of tools simulating refugees’ needs, heavily distressed jeans convey the devastation caused by war, and camouflage pants symbolize the connection to war.
Brand Promotion Video
