Aesthete is a business casual apparel company featuring non-gendered clothing sections. The company offers an in-store measurement service along with clothing sections based on precise measurements. Aesthete sells high quality apparel in a wide arrange of sizes designed to fit the individual.
I began this project by conducting a focus group to find out if people were satisfied with the apparel brands on the market and how accessible non-discriminatory clothing was to them. I realized there was a niche to fill for those who seek non-gendered business casual clothing. The focus group results also told me what word choice regarding gender was appropriate for the brand and how to position the brand on the market. Based on the results, I began to develop an identity for a more inclusive clothing brand which embodies the ideas and identities of many.