This document outlines a design philosophy focused on: - Designing from the inside-out to intimately understand customer needs and frustrations. - Creating an element of surprise in all aspects of product design, marketing, and customer experiences. - Taking an anti-conformist approach by doing the opposite of competitors to stand out.

1. Design Philosophy

2. Design from the inside out
Element of Surprise in everything
Empathy. Intimate connection with
the feeling of the customer. Truly
understand their needs and their
frustrations.
Don’t compromise. Make obscenely
great product.
Make them care!
Design Philosophy.

3. Look at each model and define what
makes it different than any other model
out there.
Why is it better than our competitors.
Why is it better than our last version
of it.
Then tell the customers why it is
better (website, pocket cards, ect.)
What makes each style
different

4. In ALL aspects of the business
-product design, hang tags, hidden
pockets, hidden messages.
-Marketing… Give them the unexpected.
-Unexpected Giveaways for online
customers
-Unexpected Giveaways to retail
customers
Element of Surprise

5. -The law of averages. Figure what
everyone else is doing and then do the
opposite.
-Using this, we have a better chance of
success. Most brands look at what other
brands are doing and copy them. This
creates a closed circle with everyone
doing the same thing.
-Draw outside the lines.
ANTI CONFORMIST
Law of Averages

6. 1. Designed from the inside out.
Our design process starts from the inside. Most
ignore the interior and focus on façade. Clothes
are like a house, passer byes see the outside of
it but you live on the inside. Our design
philosophy allows for the following:
Forces us to pay relentless attention to every
millimeter of the product. Not only do we over-
obsess on fit but also on the highly functional
engineered details (w/ some patent pending). The
architecture of your home has to functionally
work... Ex: A facet with no plumbing is like the
sleeve button hole of a jacket that doesn’t work.
(I’ll pause for those of you wearing jackets to
check your plumbing)
It allows for our Quiet details, which are
more conspicuous and often found on the inside
including Blazing yellow finished seams, concealed
pockets and hidden messaging. They are designed to
What makes us so f%$#!ng
Special?

7. VISIT
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