T O T O K A E L O M A N F A L L 2 0 1 4

CA TA LOG PROPOS

A L

G A B R I E L L A T R U L L

TA B L E O F C O N T E N T

│ DEMOGRAPHICS

│ STRATEGY

│ CREATIVE CONCEPT

│ STORY SUMMARIES

│ FEATURED ITEMS

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TOTOKAELO MANDEMOGRAPHICS

l Age: 24-35l Occupation: Graphic Designer | Musician | Artist |

Architect l Marital Status: Singlel Income: Affluentl Ethnicity: White, Asianl Geographic Location: Seattle

PSYCHOGRAPHICSl Social Class: Upper Classl Lifestyle: Liberal ideas and opinions | Plays/listens

to music | Watches foreign filmsl Personality: Rebellious | Standoffish | Attitude

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S T R AT E G YTHEME: A Man of Many MoodsThis theme will showcase the scope of Totokaelo Man by telling three distinct style stories: White Wash, Solitary Confinement, and Introducing Public School NYC. The catalog will stay consistant by telling the overall story of the Totokaelo Man with “many moods.”

DROP DATE: September 1, 2014The book will drop towards the beginning of the fall season when the fall collections will be arriving at the Totokaelo Man store and online.

CIRCULATION: Seattle | Capitol Hill Area

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A MAN OF MANY MOODSThe concept of this catalog is to showcase the diverse styles of the Totokaelo Man. He is the trendy man who can pull off an all-white ensemble, the man who cocoons himself in his studio apartment in sweats and sweatshirts, and the man who seeks new fashion and new designers. The fall 2014 Totokaelo Man catalog will showcase all of these fashion personalities. This theme will appeal to different men with different styles, and showcase the scope of the brand by still keeping a cohesive design and story.

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A MAN OF MANY MOODS

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WHITE WASHThe White Wash story is a narrative about the confident side of the Totokaelo man who can pull of any trend, including a white-out ensemble of light, airy pieces from various designers. He’s not afraid of taking risks with fashion, and he’s the first to try the newest trends. The story will take place in a white industrial loft, for a light and minimalistic setting.

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FEATURED ITEMS

U-NI-TYWhite Cotton Trouser $243

Maison Martin MargielaImpression Trench Coat$2348

Yohji YamamotoDeep Pocket Button-Up$748

Dries Van NotenSlip-On Sneakers$545

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SOLITARY CONFINEMENT

This story is a narrative about the relaxed, lazy side of the Totokaelo Man. He’s content staying at home, relaxing in sweatpants and a hoodie. He’s creative, and enjoys reading and writing. The featured items will show this relaxed side of the Totokaelo Man by featuring easy, comfortable pieces to wear on these lazy, low-key days. The story will take place in a rustic studio loft.

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SOLITARY CONFINEMENT

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FEATURED ITEMS

Alexandre PlokhovZip Off Hoodie $837

Rick OwensDrop Crotch Drawstring short $569

Wings + HornLongsleeve Henley$100

Maison Martin MargielaButton Fly Sweatpants $584

Common ProjectsAchilles Mesh Hi-Top Sneakers $455

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| New York brand founded in

2008

| Sportswear

| blend high and low references

from fashion, music and art

| Black and white palette

| “It’s sporty without being too

casual, upscale with swagger, a

mix of high and low.” (NY Times)

Brand description

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INTRODUCING PUBLIC SCHOOL

NYCIntroducing the New York City brand, Public School. This brand fits in with the overall style of the Totokaelo Man and the price point. We will feature key pieces from the Public School NYC fall 2014 collection. Totokaelo is a store that appreciates art through its Totokaelo Art department, so this story will take an artistic approach to the photo-shoot by taking the photographs through mirrors.

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FEATURED ITEMS

PUBLIC SCHOOLASYMETRICAL VEST$598

PUBLIC SCHOOLCOTTON X LINEN ARTICULATED KNEE PANT$330

PUBLIC SCHOOLMANDARIN COLLAR POLY COTTON SHIRT $295

PUBLIC SCHOOLLEATHER NUBUCK CREEPERS $438

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