3. Customer Profile
Demographics:
● Mid-late 20s
● Female and male
● Austin, TX
● 60-100k
Psychographics:
● Cultured/ worldly
● Nature loving
● Appreciates good quality
● Eco-friendly
● Down to earth
● Free and independent thinker
4. Past Trends
● Invented by Thayat in 1919
● Baggy + dull color: 1920s-1940s
● Semi-tight capri pants - 1950s
● Floral + bright prints - 1960s
● Bell-bottom pants - 1970s
● Long sleeves + skinny pants - 1980s
● Denim/one-colored - 1990s
● Low cut - 2000s
5. Zeitgeist and Future Influences
● Concept here derives from the “original” hippies,
descendants of the beatnik culture
● Hippie culture was a direct result to social and
political changes from the post-war era
● “Make love not war” - motto can be seen in the communal
living at Haight-Ashbury (California) and Woodstock (New
York) where musicians like Jimi Hendrix and Janis Joplin
revolutionized ideas about gender, sex, music, drugs and
love
● Movement of today reacts to social and political control
of gender, culture and environmental rules
6. Colors + Theme
Conformist - As
khaki based
colors were used
in wartime
uniforms, this
hue evokes a
sense of irony,
as the
collection is
based on a
free-spirited
movement.
Dust - Tiny
particles of the
most essential
Earth matter,
connecting the
hippie culture to
its most primal
state.
Herb - The
embodiment
of a classic
hippie
remedy.
Salvage - The
perfect color in
depicting the
cruciality of
recycling
products and
fabrics, to
eliminate our
carbon footprint
on planet Earth.
Brawn - A
representation of the
stedfast attitudes of
the hippie
generation,
personified through
the strength of
denim.
