Yugen

Info

Yugen, a clothing brand built around a folklore world that mirrors the customer's own hesitation before wearing something designed. Work covered brand strategy, visual identity, logo design, illustration, art direction, and copywriting.

Year

2026

Client

Yugen

Services

brand identity, art direction, logo, illustration, naming and design

problem

Sport brands give people a clear reason to wear something, but they're oversaturated and empty. Fashion design has depth, but it demands an identity most people don't feel they have. So people hesitate — not over taste, but over whether they're "allowed."

solution

We build on shapes read instantly as sport — mesh paneling, contrast piping, the crew collar of a jersey, the cut of a tracksuit — so wearing it doesn't require an identity, just a reason. Underneath, every piece carries a folklore that mirrors that same hesitation: a wanderer who doubts if they're worthy, yet moves forward anyway. The story is the customer, retold.