BRAND BOOK &BRAND MANUAL

TABLE OF CONTENT

CONCEPT 7VISION & MISSION 8-9VALUES 10TARGET GROUP 13 IDENTITY 14COLLECTION 21

7CONCEPT

Technology, where would we be without it! If it wasnt for Edi-son we would still be sitting in the dark and if it wasnt for Zuckerberg we would still be communicating with smoke sig-nals. But is it not all taken out of proportion when you were ac-tually more sad when your phone died than at your grandmas funeral?! WTX makes you aware of our dependency on tech-nology and shows a critical view on where this could lead to in the future.

8VISION

Technology is taking over.

9MISSION

By exaggerating technology to its extremes, we make you aware of the societys technological dependency. Embrace technology, depend intentionally.

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CENTRAL VALUES

CONCIOUSCONFRONTINGEXAGGERATING

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EXPRESSIVE VALUES

SARCASTICDYNAMIC

PROVOCATIVE

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FUNCTIONAL VALUES

FUTURISTICIMPERSONAL

BOLD

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TARGET GROUP

Our target group is female and aged in between 25 and 35. They are confident and social citizens of the world. With re-gards to their higher education they have a middle to high in-come. They are fashion forward trendsetters with an extreme taste. This area of real fast technological chances is the area they grew up in, and they cannot survive a day without their smart phones, MacBooks and other gadgets.

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BRAND NAME

LOGO

WTX is referring to the abbreviation WTF, what the fuck. X stands for the unknown; the future. There is a hint of sarcasm in the name, since it derived from digital slang and therefore it also refers to the lack of real communication.

In our logo the X of WTX is used as two arrows that are inter-acting. The arrow to the right stands for the future and the one to the left stands for the past; Past and future are interacting with each other. The colours fit to wtxs colour scheme, which is modern and impersonal.

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COLOURS

TYPOGRAPHY

The typeface we use is Helvetica Condensed. This typeface looks modern and clean and therefore it is coherent with our brand. It is notable and in your face, which fits to our values such as conscious and confronting.

ABCDEFGHIJKLMNOPQRSTUVZabcdefghijklmnopqrstuvz0123456789

Wtxs colourscheme is unpersonal and bold. Light grey and beige tones are most dominant, and the overall scheme looks clean and modern.

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STYLE

Style hallmarks of our brand are geometric, bold and vibrant shapes; strict and clean, compositions with a dynamic twist and cold and impersonal color schemes. The mood will be distant and disturbing towards the absurdist.

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GENERAL COMMUNICATION

Advertisement of our brand reflects our values. We make a statement, provoke and trigger the process of thinking. We take the impersonal, cold but also sarcastic approach when it comes to the advertising. With the imagery in ads we create a campaign picture feeling. Also, we come back to the exag-geration of the future technology aspect in every image. The logo is always present.

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THE USE OF PEOPLE

There is something alien about our models. They almost dont look human anymore, being totally dependent on-, addicted to and possessed by technology.

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TONE OF VOICE

WTX is not a typical brand. With our viewpoint we dont want to just put a message across. We want you to think. We strive to trigger your brain to take a critical look at the todays world of technology. We dont think technology is bad for you, no, we think your dependency on it is. After reading this message we dont want you to forward it, like it, share it, blog it, snapshot it or post on your brick struc-ture. Just think about it, and live offline for at least a second.

COLLECTION

F/W 2012/13 WTX

A silhouette close to the body, at times strangely deformed or accentuated with piping or prints resembling muscle tissue trigger an association with vessels as well as wires. The prints mimicking circuit boards, cold grey tones and copper convey a feel of machinery and technology. The nude shades, skin tight pants and bodysuits create a feel for the biology of the human body. Human and machine melt in a strangely denatu-ralized, still triggering metamorphosis. Technology is taking over the human body.

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Catwalk: 3x Conceptual Outfits

Ready to wear:2 Bodysuits1 Coat2 Blazers3 Dresses 4 Blouses4 Trousers 1 Leggins1 Top

Our intention is to blend human body structures, such as mus-cles with details, recognizable as parts of technology. That is an expression of our sarcastic view towards the human de-pendency on technology.

OUTLINE OF 12 OUTFITS

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Device Panel (controls the body)Copper wirePlastic pipesRubberHigh stretch knitsStiff cotton twillPrints (rtw)Shapes close to the body

MATERIALS AND DETAILS

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Long sleeve bodysuit with a turtle neck. Stiff and sightly pad-ded shoulder pieces create strong edgy appearance. An in-serted piece in the waist for a visually smaller silhouette. Square cut outs in the back and the back of the legs for pulling through the wires of the head piece until the heels.

Price: Not for Sale (concep-tual catwalk piece)

Bodysuit Material: Art no.: 111 Colour:43 Details: Art no.: 777 Colour: 23 and Art no.: 333 Colour

1 CONCEPTUAL BODYSUIT

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A sleeveless skin-tight bodysuit with an extended turtle-neck. An with press buttons attached additional half-round shape for the visualization of the brand concept. Copper wires con-nect a head piece with the left leg in a pattern that resembles the inner human structure. Seam zipper as closure in the back.

Price: Not for Sale (concep-tual catwalk piece) Bodysuit Material: Art no.: 111 Colour:43 Details: Art no.: 333 Colour

2 CONCEPTUAL BODYSUIT

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Skin-tight body with a turtle-neck and accentuated shoulders. Focus points are head piece and belt. The belt consists out of copper coloured pipes meeting in the middle front and creating a body-choking effect.

Price: Not for Sale (concep-tual catwalk piece)

Body Material: Art no.: 111 Colour:43 Details: Art no.: 333 Colour

3 CONCEPTUAL BODY

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32

Middle-weight printed twill coat with a shoulder cape-lapel collar combination. One clip fastener in the center front. Sheer black blouse with a turtle-neck and zipper in center front. Ad-ditional supplementary basics: grey basic leggins and a black basic top.

Top: 50 Blouse: 120 Skin tight pants, basic: 130 Coat: 890

Coat Material: Art no: 777 Colour: 43 Top vest: Art no: 888 Colour: 33Pants: Art no: 222 Colour: 23Top: Art no: 111 Colour: 33

4 READY TO WEAR

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34

Sleeveless mini dress with broadend width below the waist in-sets in the skirt part are printed. Seam Zipper in center back. Edgy neckline.

Dress: 790

Dress Material: Art no: 777 Print: 12 Art no: 111 Colour: 43

5 READY TO WEAR

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Sleeveless top with turtle-neck. Printed side insets in the front, continued in the back. Additional removable shoulder embel-lishment. Push button fastener in the back. Skirt: Waist high skirt with a widened hip. Side parts are print-ed. Seam zipper in center back.

Top: 180 Skirt: 320

Top: Art no: 111 Colour: 53/ Print:13Skirt: Art no: 777 Colour: 33/Print:13

6 READY TO WEAR

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Blazer with accentuated, broadened shoulders. Lengthened neckline. Hidden zipper panel in center front. Right shoulder and sleeve have a round shaped printed inset. Pants: Skin-tight trouser with edgy side pockets and a plain back. The upper right leg has an round shaped inset, supple-mentary to the blazer.

Pants: 130 Blazer: 400

Blazer: Art no: 777 Colour: 23 Print: 12Pants: Art no: 777 Colour: 33 Print: 12

7 READY TO WEAR

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40

Blazer: Blazer with a strong shoulder edge over-layering the sleeves. Lengthened neckline. Hidden zipper panel in center front. Dividing seams in center front. Trouser: Printed skin-tight trouser with edgy side pockets and a plain back.

Pants: 130 Blazer: 400

Blazer: Art no: 777 Colour: 33Pants: Art no: 222 Print: 12

8 READY TO WEAR

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42

Short Coat with an edgy neckline. As fancy Detail a plastic pipe is running through eyelets starting from the front hem ending in the upper back. Metal clip fastener in the center front consisting of 4 clips. Bodysuit: Skin-tight bodysuit with a turtle-neck. A seam zip-per in the center back.

Coat dress: 840 Bodysuit: 480

Coat: Art no: 777 Print: 14Bodysuit: Art no.: 111 Col-our: 12

9 READY TO WEAR

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Shirt: Sheer blouse with an extended longer shoulder forms a open edgy sleeve wing. A seam zipper in the left side seam.Bodysuit: Skin tight sleeveless bodysuit with a turtle-neck. A seam zipper in center back.

Sheer blouse: 50 Bodysuit: 590

Bodysuit Material: Art no: 111 Print: 15Blouse: Art no: 888 Colour: 33

10 READY TO WEAR

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Top: Printed, waist accentuating top with dividing seams forming a square panel in the front. An edgy neckline comple-ments with the print. An extended longer shoulder forms a open edgy sleeve wing. A seam zipper in the left side seam. Trouser: Stretchy skinny trouser without waistband with a seam zipper closure in the left side seam. Edgy side pockets in the front and no pockets in the back. Stitched on padded applications on thigh and knee.

Top: 120 Padded tight pants: 220

Top Material: Art no: 111 Print: 15Trouser: Art no: 222 Colour: 33 + Black detailing

11 READY TO WEAR

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A sleeveless dress with an additional shape below the chest running around the body in a ring shape. The side panels of the dress a differing in colour to the front. The front panel merges into the skirt part which forms open bags standing away from the body.

Dress: 790

Dress Material: Art no: 777 Colour 43/23

12 READY TO WEAR

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