Real.Authentic.Wear — Maren Napolitano

The Ask

Create a fashion brand and navigate through the stages of product development across diverse segments.

The Process

Brand Identity

Target Market

Gen Z (ages 15-25)
People who have an appreciation and specific taste for streetwear style
Customers who typically shop at other streetwear stores like Nike, Supreme, Bape, Diesel, Stussy, etc.
Consumers who enjoy vintage markets, thrifting, and upcycling
Those who don't want to be placed in a certain box when it comes to expression through their clothes – We seek those who want to experiment with gender fluidity in their fashion
Consumers who value sustainable practices and want to spark more of a change in the fashion community, when it comes to inspiring their peers to shop sustainable

Color Story

While curating the color palette for our fashion brand, my team and I prioritized the infusion of cool tones and vibrant hues. Our decision to incorporate Apricot Tan stemmed from its close resemblance to Apricot Crush, the color of the year for 2024. This choice allowed us to seamlessly blend a cool tone interpretation with a trendsetting hue.

Additionally, we researched into streetwear brands, identifying recurring color schemes within the community. Drawing inspiration from the prevalent tones in unisex apparel, we were able to create our unique color story. Integrating our personal flair, we added vibrant shades such as Lime Green and Fuchsia Purple, enhancing the vibrancy and allure of our brand's palette.

Textiles

While creating our selection of textiles for the line, we made a decision to veer away from the environmentally harmful materials prevalent in the streetwear industry. With a commitment to sustainability, we sought out planet friendly alternatives, giving meaning to our brand's name, R.A.W. (Real Authentic Wear).

Our textile section showcases a range of eco-conscious materials, including Organic Cotton, Recycled Denim, Recycled Nylon, and Hemp. By integrating these fabrics into our collection, we aim to create a positive shift towards a more sustainable future for streetwear. Our focus remains on promoting safer alternatives, creating a culture of responsible fashion that prioritizes the well being of our planet.

Organic Cotton

Recycled Nylon

Recycled Denim

Hemp

The Outcome

Garment Flats

We decided to create a unisex brand, Real.Authentic.Wear. Our brand provides a sustainable and stylish alternative to fast fashion. Those who seek individuality within garments can feel a sense of belonging in the streetwear community with R.A.W. We value sustainability, authenticity, and comfortability. Our target market is Generation Z. We offer a wide variety of sizes from XS-XXXL. Our garments include cargo skirts and shorts, a cotton tee, and utility vest, all in 3 different color ways per garment. We calculated the costs of materials, along with the retail price per garment.