99 Kulture

Role : Brand Designer

Project : Brand & Visual Identity, Fashion

99 Kulture is a streetwear label built for the culture it comes from. The identity had to survive a chest print, a lookbook spread and a drop calendar without ever losing its voice: one mark, one type system and one palette that read the same on a woven label as they do across the back of a hoodie.

The logotype and its construction: a bold, display-weight wordmark drawn to sit as easily on a woven label as it does blown up across a garment. The build shows the grid and proportion behind it, and the colourways it ships in.

The display face and its supporting type, then the palette read as fabric and thread: the core colourways that anchor every drop and the seasonal accents that pair against garment blanks.

The collection worn, not flat: full-bleed spreads that set the attitude, then editorial portraits that carry the fits one look at a time.

The garments up close: cut, placement and finish. Front and back flats, embroidery and print detail, tags and labels, where the identity earns its keep as an object you actually wear.

The art-directed layer: the key visual that leads the season and the campaign portraits around it, shot to the brand's own lighting and styling rules.

A streetwear identity that holds from hangtag to hero shot.

99 Kulture shipped as a complete kit: wordmark and construction, a type and colour system, garment application and a lookbook, giving the label one consistent, ownable voice to build every drop on.