YANKEE
By establishing the brand YANKEE, we aim to connect Generation Z and empower them to forge their own unique paths.
Background
Today, people are increasingly aware of their rights and interests, especially among Generation Z. The brand YANKEE centers around Hong Kong subculture, with a primary focus on gangster culture. While gangs often carry a negative connotation due to their illegal nature, YANKEE aims to extract the positive spirit of gangsters. By integrating the bravery, expressive courage, and loyalty found in gang members, YANKEE seeks to convey these qualities through clothing. The goal is to empower Generation Z to forge their own paths and to foster a new generation that values community.
CONCEPT
In terms of clothing design, we opt to use denim to evoke the momentum and image associated with Hong Kong gangsters. The overall color palette aligns with denim hues, while the upper body coat and trousers exude an old-fashioned charm, highlighting the nostalgic and tough style prevalent among gangsters in the 1990s. The back of the coat displays the brand’s the Chinese name, symbolizes our ultimate purpose. Additionally, the jeans feature dragon and tiger patterns in the classic Hong Kong tattoo style, enhancing the gangster aesthetic and conveying a strong personality.
Brand Promotion Video
