Final Project : Rebranding 'Jaiden rVa James' | Polimoda | Fashion Brand Management |

1. Jaiden rVa James

2. Re-Branding Manifesto
Kranthi Kiran Manthri and Gioconda Sirolli

3. It is youth that our company possesses, youth they are holding on to but slowly losing and youth that they are attracted to.
When men and women are at their sexual peaks almost everything and everyone is a sex object. In this sense this is not a
celebration of youth nor is it the mourning of its passing, its in-between the enjoyment and pleasure of the moment.

5. DISCLOSURE
Dear reader- we ask you kindly to enter into the headspace of a re-branding manifesto that is Jaiden rVa James with a pre-
selected track.
Paradise Circus
Massive Attack remix Gui Boratto
http://www.youtube.com/watch?v=k8srRWePbko&feature=youtu.be
Paradise Circus
Massive Attack remix Gui Boratto
http://www.youtube.com/watch?v=k8srRWePbko&feature=youtu.be

6. Best friends Jaiden James now 21 and Rasharn deVera Agyemang 23 have a short history that started with hours
pawing over fashion magazines. The pair felt their way through lots of DIY education inspiring after Mugler, Versace and
Galliano. They both became walking fashion encyclopedias. In fact, Rasharn was accepted at London college of fashion straight
out of high school, while James enrolled at Sir Philip green’s fashion Retail Academy. Early on both wanted to be part of the
menswear renaissance going on in London and with that the pair launched Jaiden rVa James in summer 2008. If you stop to
consider that most young designers who venture out on their own have master’s degrees and years of work experience in the
case of our designers their inexperience lead them to take risks that would bring more cultivated designers out in a cold sweat.
The boys engaged in research trips to gay Soho brothels to Operas for inspiration. For the conservative the garments were a
nightmare, but for the risk-averse a dream come true. The boys were however adamant that what they did was not all “glitter
and glue guns” they even collaborated with Casio and biker leather brand Schott. The design was all advanced bespoke with
maximum quality and even though the customers were of a particular niche they had a cult following before going bankrupt in
2011.
A Short Collection of Collections
The reputation of Jaiden rVa James was built from scratch and built over only five collections. From the launch in the
Summer of 2008 to the dismal winter of 2011. The collections while together composing that of a multi-cultural identity the
collections within themselves were all MONO cultural. The innovation in menswear design matched with risqué inspirational
choices made the designers popular and they procured a cult following.
A brief recap just to better understand what type of design genius we are dealing with here. Since our designers only
had five in total.
SS 08
The duo was interviewed as being inspired by their combined African heritage. The use of materials, fabrics and prints created
by the “Ashanti” tribe of Ghana and the “Igbo” tribe from Nigeria. The mash up of this first collection was when said patterns
were introduced to the design of fashion luxury sportswear. Tailored dress shirts and jersey athletic shorts, Harlem trousers
and hooded jackets.

7. FW 08
Autumn/Winter 2008 marked the second season & collection for Jaiden rVa James very different from the first collection
’Mother Africa’ which had mainly African prints the second season’s collection was given the title ‘Evening Punk’. The focus
was more on the quality of the clothing itself. The fabrics became more luxurious and the cut, shape and design a step up in
retrospective to the casual garments of the previous season.
The collection comprised many quotations of subcultures. The main wardrobe staples from these subcultures were then
reworked in much softer fabrics then there originals. Biker jackets came in Blood Red and Midnight Black Velvet, Shirts in
Black sheer chiffon, T-shirts bias cut and embellished with Navy Blue sequins. Whilst the pants done in velvet and Black Lace
lined with nude colored Silk. Much more feminine qualities were noticed.
They were quoted as describing the collection for late and iconic Sid Vicious. “We have always loved the many subcultures
Britain has produced and the ones it continues to do so be it a New Raver to an EMO, but we have always loved punk most of
all. The collection was inspired predominately by one of the subcultures first pioneers Sid Vicious. We based it on him growing
old gracefully and imagining he still wanted the clothes he so dearly loved but re-mastered in softer and more elegant fabrics.
Imagining that he would still be a bit of a rebel flashing flesh in a sheer shirts or black Lace trousers lined with fleshed toned
silk causing optic illusions and allowing many to believe that you’re flashing more then you really are.” The collection also
marked the first of the collaborations with Kickers.
SS 09
The lightness of a typical English summer matched with a fabricated life story of a young boy called Juan during one of the
designer’s famous fieldtrips this time to Spain. The SS collection showed an array of fresh colors and fabrics symbolizing that
of light fresh and airy atmosphere. The garments and silhouettes captured the youth culture of Spain. The idea and story for
Juan the matador’s son was sprung from this, the idea this young boy hating the slaughtering of bulls so refusing to follow in
his father’s footsteps he runs away to London via 1960’s and gets caught during the last fringes of the Mod culture.
Mod patterns included contrasting Gingham shirts, straight fit trousers and shorts with Gingham on the waistband, back
pockets & cuffs. The most noted was however the high waist Lilac gingham trousers color blocked at the crouch to the upper
waist with pale plain Pink fabric.

8. FW 09
Jaiden and Rasharn explored the dark side of the human psyche for AW09. They dove into a damaged mind and created a look
that spoke of sexual desire and insanity. Both being huge parts of the human nature and both are talked about in hushed tones
if talked about at all. The foundations of the collection took inspiration from John Everett Millais’ Ophelia, whose life was
represented in the symbolic meanings of flowers, which was translated through the floral prints in the collection. Inevitably
Ophelia’s lust and sexual desire for Hamlet drew her to madness, depicted in the leather and sinister rubber fabrics that ran
throughout the collection. The designers created high fashion garments for the institutionalized from self harmers in straight
jackets to those more calm and composed in more fluid and free moving garments comprises of floral cotton pleated kilts, a
diverse range of rubber leggings and cotton floral shirts contrasted with pleated panels playing with texture and color. The
collection also drew from iconic films such as Hannibal, Clockwork Orange and Girl Interrupted.The collaborations were with
Milliner J Smith Esquire and the iconic leather jacket brand Schott.
SS 10
Rasharn and Jaiden explored youth in the collection of SS 2010. The youth that posses themselves and the youth of those who
surround them and that is constantly lusted after.
Inspired by The early work of the artistic photographer Ryan McGinley that captured images of “growing up” in the 21st
centaury and Oscar Wilde’s Portrait of Dorian Gray.
The Collection was comprised of rubber hoods embedded with nails, rubber nipple exposing vests with side buckle clips
attached, leather shorts paneled with rubber and also embellished with side release buckles. Beautiful and scary at the same
time, the designers wanted the collection to represent the angst and strife that adolescents go through.
FW 10
The F/W collection marked a big step up in the careers of Jaiden rVa James for it was the first catwalk under London Fashion
week. The collection was built upon rubber gimp suits and bondage inspired-wear of season's past but on a major scale with
much confrontation of fetish garments and lots of black leather. Think Marilyn Manson and Edward Scissor hands, the models
stalked out their heads either covered by gimp masks, extending to a gag, or with harnesses laced around the face, or
streaming Alice Cooper make up. Collaboration here in the footwear was interesting and provocative as Anna Trevelyan made
high heeled wedge shoes and thigh high boots, pointed at the toe.

9. Collaborations
Scott
Having already created various masterful collaborations alongside the likes of Victim, Stussy, and Jeremy Scott, leather
specialists Schott NYC approached Jaiden rVa James to reinvent their classic leather” perfecto jacket’. It has been worn by a
long list of icons ranging from James Dean to Marlon Brando,
Casio g-shock
Casio approached to menswear designers to collaboration for a new style of their timeless G-Shock platform. Both entities
brought for their creative energy to create a couple of watch designs, each combining minimalistic features intricate artwork
on the box and characters on the watch bands.

10. MOOD transitions from previous collections
From the five collections two main moods repeat to some extent and its those two that we are carrying over.
Psychosexuality= Bondage and Nightlife
ID[entifiers] = harness, straps
Unisex Youth = Sub Cultures, Mix and Match
ID[enitfiers] =masks, unisex skirts and heels
HARNESS
Holding back the wearer from acts of perversion
MASK
Hiding and obscuring the most valuable thing on a youthful
person.
Re-bel magazine
Since leaving the design world our boys have since published five individual magazines all donning the name Re-bel. Re-bel
started from a similar simple idea as the line born from the minds of Rasharn and Jaiden after the cult hit of there men’s
collection.
“Re-bel rebels against the conventions of normality and aims not only to simply reflect the times but to help shape them.”
The magazine seems to voice for so many who are voiceless and promote new talent whilst respecting and acknowledging the
contributions that the established visionaries that they look up to. The name and attitude of the magazine is a big point in our
Mood also we will be carrying over the vision of the designers for re-branding.

11. Press and Famous Figures..
A Major point in these two Public figures is that of the relationship they have with our Brand presently and then linked to the
financial situation of taking them on as a spokesperson. Hypothetically still as we have seen in the past Lady Gaga is a “gratis”
face for Jaiden rVa James. Best press is in fact that because she has loved the items and on request worn them to her own
liking. With the face being that of Jared Leto the clothes being unisex take more persuasion (money) to be worn by a man in
the public eye. A willing investment.
The Queen Gaga
Lady Gaga has the most hype in the media when it comes to bizarre and avant garde fashion choices. She has made statement
upon statement in her choice or wardrobe and lucky for Jaiden rVa James she wore they’re designs on a few occasions on and
off the set. The most noted was the risqué enable that caused media stir in her video Alejandro. Unlike earlier videos of Gaga
where Jaiden rVa James garments can we witnessed like headgear worn in Bad Romance.
Alejandro Alejandro!
The video directed by famous photographer Steven Klien
fits snug in with the archetype of our brand. Looking past
the obvious similarities (ex. high heels on men) but into the
mood itself of the video you can see the setting Is that of a
world not identified and a band of characters that are all
playing into gender bending. The Gaga herself dons a much
lighter face of makeup blanked out eyebrows and a short
pixie cut. The look is not overly feminized; the look is very
Jaiden rVa James.

12. A Fresh Face
Even though our designers have been quoted to be "over" the whole celebrity culture, celebrity endorsement of a luxury
fashion brand is hardly a new phenomenon that helps clients identify with the brands. The celeb is able to wield influence in
his direct fashion circles, besides Gaga a male face if we had to pick would be most defiantly Punk-Rock musician turned actor
Jared Leto. A very familiar face in racy films such as 2000’s Requiem for a Dream. His choice of hardcore roles, lead vocals, and
songwriting for 30 seconds to Mars sets him up perfectly to go hand in hand for the our role of choice. Off set in the more
critical
eye of the press he is notorious for an “f*** off” attitude going with women even rumored with men, that alongside a stream of
funky hair changes in bright colors. A modern man not afraid to wear eyeliner his fashion choices are interesting. Badass Leto
is our guy.

13. In the Press
AW08
I-D December 2008- display picture t-shirt and trouser on two models
AW09
Profile article on GQ SHOPS
Interview on BOYZ MAGAZINE 24TH SEPTEMBER 2009
Pictures in DAZED & CON FUSED JUNE
Article on I-D pre fall 2009
Lady Gaga with harness in OUT MAGAZINE
Straight jacket picture on LET THEM EAT CAKE
Harness in editorial for VOGUE HOMME
I-D Magazine 200 portraits issue Nick Knight
SS10
Article on Casio shock collaboration in DAZED & CONFUSED NOV 2009
Nail mask picture in VOGUE HOMME JAPAN
Editorial in Candy Magazine1
AW10
FHM RUSSIA interview of designers and Peter Marino with mention

14. Vision
What your wearing will embody your youth, compel you to surround yourself with people, finding yourself in a nightclub to
dance until eventually someone takes it off you. Re-live the situation over again with no desire to push from the sublime to the
ridiculous. We are nothing without our image. Without our protection. Without the spiritual identity of who we perceive
ourselves to be, or rather to become, in the future.
Mission
Enjoy expression, exploitation, exploration into the darker part of your psyche,
Break the rules, push the limits,
And above all distinguish yourself.
Values
Central Value: Flesh Angel
Expressive values: Zero Gender Youth, Dominant Submissive, Re-bel
Instrumental values: Going forward by going backwards, Innovation in reduction

15. Intent of declaration and possible strategy
The brand went under for a series of small market orientated problems that we have found solutions for. Lack of proper
financial guidance and a minimal amount of collaborations the brand went bankrupt. The first change comes with an attitude
of consumers having no pre-conceived notions about our brand. Only some positive feelings remains as residual. The chance
for entering in the market with a new position is possible. The high price of the past is also another point of reduction with our
clients being with luxury taste but perhaps minimal financial status. Premium prices and mix and match opportunities for
unisex garments will help with revenue. With no Main themes holding the collections together the brand was hard to identify
and a chance for loyalty was never made for clients. With Identifying repeat garments this should change. No Marketing
attempts were made and Jaiden rVa James will be re-new the trademark. The social media platforms of today are the main
source of future branding. In the above diagram the red marks the past areas and the blue our ideas of improvement.

16. Being realistic with luxury and positioning we wish to lower our cost- an item should be priced depending on quality. Our
client’s mentality and self in society is the important part not their financial situations. Some could be young art students
selling hash for rent and tuition for art school to socialite models who have no other talents but dressing well and partying
away their family fortunes.
A moment perceived as Luxury
We can picture in a future of Jaiden rVa James introducing once collection into TOPSHOP a lesser expensive version of the 555.
Sociology
The “non-traditional” males
Masculinism1 Is the study of the male image and the complex cultural meanings of masculinity. Jaiden rVa James wants to rip a
big fat hole in the psyche of consumers when contemplating our line.
Presently the long term trend seen in society that is linked with our brand is that of the role men are now taking. Men have
been allowed to be more compassionate and to have close friendships with other men, in contrast to the macho-man of the
history who is understood as week in showing feelings. Males lifestyles are changing and allowing greater freedom for
expression in hobbies and relevant to our case clothing choices. This affiliation for sensitivity and better grooming was labeled
and given a name that became the biggest buzzword in the last few years “metro-sexual.” While most modern males dip into
the actions it does not define them. The non-traditional male is in a social Renaissance of sorts allowing the female to happily
go back to the position of housewife. The pleasure of maintaining a household and stepping away from the office is becoming
noticeable. The roles that women once fought to compete with men in the workplace are now equal so woman noticeably are
taking a step back. Gender socialization is an area to keep an eye on. The men and woman of the present and near future are
changing, the risqué they are taking are subtle but will overall lead to a new species of person that is liberated in the decisions
of dress. This person is the ideal client for Jaiden rVa James. Trends in society are changing monthly but the long term trend
that's rooted in our brands outlook is that of the 3rd gender not specifically in a homosexual way, when thinking to clothes
1
Barbera B. Stern, “Masculinism(s) and the male image: what does it mean to be a man?” in Sex in advertising Multidisciplinary Perspectives of the Erotic
appeal. NJ USA 2003

17. they become gender specific. We dress to identify ourselves as man or woman. That's changing and that's what's going to be
the difference in the future. The idea that the clothes we adorn are going to be for the original purpose of protecting us from
the elements. We go forwards in the future of trend by going backwards in time to when men's and women were dressing in
similar garments simply to dress. The first major Theoretical point is the. Loathes being androgynous, in saying that it's a
menswear collection with accents of traditional female clothes like skirts and dresses. The biggest change over we can see is
however in the males shoe. High heels, platforms and boots. For us it represents something even more special because in our
DNA analysis the wearer of this brand will neither be specific in gender. Human.. Not male or female like our classifications
today. We will continue forward what the designers started in collections past. Lots and lots of Gender Bending.
Androgyny
The possession of both masculine
and feminine traits
It’s a wonderful thought to make the
similarity between the first uses of
androgyny’s dress to the ideals of our
brand. The first uses of the word
started around the time that women
started dressing for business. The
suite for woman in the 80s was
tailored with conservative looks
putting them on an equal playing
field in a male-dominated business
world. Here in this situation 30 years
later we are looking at the reverse
effect of that. Women are that of
equal and maybe more now, dress is
becoming something different. Mens
fashion is moving forward for men
with every fashion week. The colors,
silhouettes and fabrics becoming
much more extravagant. While in the
same moment woman’s fashion is in
a critical moment for the silhouettes
are becoming simple and the colors
more basic.
Unisex garments
In the present day clothes among
other products are “sex typed” taking
on what in the mind of consumers is
feminine and masculine qualities.
The major point in our Brands use
and occasion is that of garments that
are interchangeable between man
and woman. Clothing to be that.. to
cloth yourself for protection from the
elements. The idea springs from
Roman times where the Toga was
worn by both man and woman alike.
Not for reasons of differentiation.

18. The model of business…

19. [Architype] THE FLESH ANGEL
Gabriel
Although the Bible clearly refers to Gabriel as ‘he’, many believe that Gabriel’s energy has a feminine quality. He/She is best
represented in the film Constantine, beautifully represented by actress Tilda Swinton. The role of Gabriel is that of a
messenger but for us this entity of an angel that left heaven and hell behind to fly among the humans.
A Re-bel themselves, a free thinker and independent character.
Look at our brands harness and you will understand that the wearer of this item becomes that of not a fallen angel but a
bungee jumping angel that purposely jumps from heaven and can spring back to their pleasure.

20. GABRIELS Rebel to be a FLESH ANGEL
Pleasure seeker
Risk taker
Genderless
Not a fallen angel, an angel that purposely leapt from heaven to explore earth and all its fun at will.
ANDROGYNY and the ZERO GENDER YOUTH
Conceals desired aspects of youth
Genderless
Chameleonic
Quotes sub cultures
May be young in the body young in the mind
old in the body and young in the mind but never young in the body and old in the mind.
PHSYCOSEXUALITY and the DOMINANT SUBMISSIVE
Freedom to switch and swap
Exhibitionist
Fun in pleasure
Eroticism
Protection

21. Psychosexuality and Bondage touches upon the idea that is the expression through restriction- strength within strength.
best thing about wearing our brand is taking it off. Or having it taken off of you.
Example in the collection F/W of 09
“Exposed Zips plays a huge part in the collection from the zips at the crotch of the rubber leggings to those on the plackets of
the shirts. Having zips on display are very seductive, knowing that with just one pull it can lead to a place that is hidden behind
a layer”.
An underlying theme of Bondage is (past) evident and a DNA identifier even in the re-structuring of our brand. When looking
into fetishism and the reasoning in psyche of those performing the roles within a bondage role-play you can see within
themselves two characters springing up. The submissive and the dominant. Relevant to every sexual relationship to some
extent these two roles are taken, in theme with the zero gender these roles are erased. The dominant submissive springs to
life. A zero gender can enjoy the once sub-culture of the SNM and BSNM community from both positions. A dominant who
chooses to be submissive and a submissive who then knows they are the dominant. Taking the roles out the eroticism becomes
what its intended to be just that of a game.
DNA(rt)
Logo
The idea for the logo sprang from a closer look at the
physical identifiers in the collections that we wish to
continue onwards as part of the re-branding DNA. The
Harness that is adorned with many rings and studs. With a
closer look the logo stands out on the left shoulder, like a
badge. The meaning subtle and unobvious to an untrained
eye. This rectangle with five equally placed studs speaks
very loudly to our meaning and marketing around the
number FIVE. Of our five silhouettes five times a year and
five elements used as the theme of our pop-up gallery
Pop02 (explained later in practical action.) The niche
market of our clients and the cult following anticipated is
fitting the concept of an anti-logo. The way MMM has
become famous and well known for an inner numerical
code and four stitches outer logo.

22. PRACTICAL ACTION
Regardless of a large emphasis on social media a “go to” spot for our clients to experience is the kicker of the business plan.
SCARCITY in the garments is the trend that is followed by the dates and opening hours of our pop up exhibitions. The
exclusivity
The garments will be shown only 5 times a year during they’re anticipated launch every two and half months. 555 will be open
for 2 weekends. An open invitation online with a limit only on a first come first serve RSVP space will allow customers to enjoy
viewing the garments while enjoying a different experience with friends. After the 2 weekends the silhouette 5 can
experienced in the same location but through a wall of glass- each item showcased separately like in a museum in the window
of said location. The window display of the collection is accompanied by speakers on a set playlist of relevant music holding
the key to “sonic notify” a free application for any Smartphone. The sonic notify technology implants invisible notes detected
by the device and in our case will then display the five items and price list. The process of ordering online in this case becomes
very simple.
I LOVE LONDON - Gallery Oxygen Bar
Not just a location to finally try on one or more of the five elements of the garment staying in theme the location is designed in
such a way that it makes you feel the 4 elements of nature (Air, Water, Fire, Earth) with an added element spirit (the brand) as
the fifth. Fabricated indoor outdoor experience 555 interior represents that of earthly effect with cave structure extending to
feel the aura of fire with the red lighting creating an atmosphere of volcanic cave where the androgyny (human) need to aerate
themselves having the oxygen bar. Accommodation unlike any other bar but instead of an overly comfortable sofa guests can
enjoy the oxygen bar with friends from many luminous bath tubs, not unlike those of a Hammam spa. A rain room embodies
the water or acid rain of a future of humanity dressed in protective garments. The rain room with sprinklers in the ceiling yet
censors stopping it within an arm’s length circumference. You can feel the rain without getting wet. With all these experience
the consumer can enjoy and with the garments become the fifth and final element that is the Spirit-The brand.
Being realistic with luxury and low cost- dependent on quality. Our client’s mentality is the important part not the average
income. Some could be young art students selling hash for rent and some could be privileged socialite models who have no
other talents but dressing well and partying away their family fortunes.
In a 3 year plan introducing a collaborating with Topshop for “a moment perceived as luxury.”

23. 555
Traditionally high fashion shows 2 collections ranging over
4 seasons to be true to the idea of Rebel shaking it up to five
collections with five garments is much more appealing. A
WHOLE GARMENT compiling one silhouette will be
presented every 2 ½ months to total Five a year. The
androgyny and the gender bending here come through and
are understood to the fullest for the collections will be all
unisex. The designers have the strongest skills set in this
area. The garments within themes and identifiers will all be
around bondage, the harness the mask, the leather jackets
all re-interpreted. The five elements that fuel the theme for
the popup gallery also come into play in the design and
presentation of the 555. The silhouette corresponds with
one element- that element corresponds with the season of
presentation. This in sequence until the 5th element being
the Brand identity miscellaneous and up to the creativity
and will of designers. For example.
One head gear
One jacket
One short
One glove
One pair of high heeled boots
Closer to SS- Earth and Water
Closer to FW- Air and Fire
Fashion Week London – Spirit

24. Youth in youth and our client basis will appreciate the ease of special media linked purchases. After London similar galleries
are set to “pop” up in following. I LOVE BERLIN, I LOVE NEW YORK and I LOVE AMSTERDAM, I LOVE MELBOURN
Competitor – Karl by Karl Lagerfeld
Different – experience, collection frequency, innovation in design
Support – range of individual garments, scarcity
Competitive advantage- price, innovation in design,
Qualifier – convenience
Contemporary premium brand
Marketability and continuation
Communication 2.0
Social media marketing will be the vehicle for developing our brand awareness, customer engagement, and audience growth.
Advertisers have lost control of the media years ago when the Internet gave all the target audiences the power to run their
own message delivery systems.
This peaceful revolution introduced us to Facebook, Myspace, Twitter, LinkedIn, Pinterest, Instagram, blogs, Yelp, Foursquare,
and on and on.
The whole Social Media thing is confusing especially to older generations, the youth generation is fluent.
Social Media is the answer to customer acquisition and will show realistic results.
Social Media Goals
-Validating a new designer’s service using social as a research platform.
-Developing buzz and interest around a new collections
-Engaging users in social platforms to generate relevant and targeted traffic to our site
-Gaining numbers by having customer/client service through social media.
-Generating registrations (RSVP) to 555 events.

25. We chose our social tools after understanding the statistic2 that spoke about our clients, we decided to go with.
Facebook:More than 955 million users. Majority between 18-25; 60 percent female.
Twitter:More than 555 million users. Majority between 26-34; 57 percent female.
Google +:More than 170 million users. Majority between 26-34; 63 percent male. Best Platform for driving visibility around a
brand.
LinkedIn:More than 150 million users. Majority between 26-34, directly followed by 35-44.
Pinterest: More than 12 Million Users. Majority between 26-44; 68 percent female. A viral platform for sharing stories via
pictures- the most popular no besides Facebook.
Using the Sonic Notify (subliminal transparent notes in music) at the 555 locations will work because..
-1.08 billion mobile phones have smartphones
-In 2011, more people bought a smartphone over a PC.
-there are over six billion mobile subscriptions globally
-one in seven searches are done on a mobile device.
-59% of people Ages 18 - 34 access social networking sites through their mobile phones.
Legality
Trademarking our new logo. Also renewal of the name Jaiden rVa James. We like to register the website name
www.jaidenrvajames.com
2
Hubsbot.com social media statistics

26. STRENGTHS
Scarcity of collection
Innovation in design
Lady Gaga
WEAKNESSES
Bankruptcy , bad financial history
No long standing reputation
Small niche of clients
On gender specific
OPPORTUNITIES
Good time in the market for innovative men’s wear
Many possibilities for collaborations
THREATS
Stuffy conservative adults
Similar designs from other brands