Forward Ben Davis has always made clothing for men who have rugged lifestyles: construction workers, gardeners, and carpenters. In the early ‘90s however, the brand grew a following from another rugged group, skateboarders.
Objective Over time Ben Davis has lost its younger demographic and popularity within the skateboarding world. In order to make Ben cool again, I needed to turn it back into an urban fashionable streetwear brand.
Solution To cater to the skateboarding community, my rebrand is inspired by stencil based graffiti, a popular street-art style amongst the community. I also held onto the brand’s humorous gorilla and patriotic themes.