SIKSILK

Creating a hip new brand and flagship store

SIKSILK is a fashion brand specialising in creating modern, individual and hip new clothing including vest, t-shirts, polos, shorts, jerseys and oversized tees.

At the time they approached us SIKSILK was becoming a rapidly growing online fashion brand. The three founders had built global momentum off the back of social media fame and celebrity endorsements with Brand Ambassadors such as Danny Alves the Brazilian International footballer and Lionel Messi. Regular supporters of the brand also includes Christiano Ronaldo, Neymar and a host of other global celebrities.

SIKSILK were expanding rapidly and Barber were tasked to evolve their current brand identity, form a tone of voice, create brand guidelines, and design branded assets (including art directing and producing a short film).

This work also included developing artwork and campaigns as well as social media guides. The physical franchisee partners needed access to the latest campaigns and assets so we also created a custom intranet site to hold all of the brand materials.

As the brand wanted to push into its own physical retail spaces, SIKSILK needed a flagship store concept and concession design for their anticipated global rollouts. Our concept included innovative ways to connect via social media to other stores and customers, a tattoo parlour and a range of dynamic technology to aid customer purchase.

We created a retail toolkit and also designed concepts specifically for their trade showrooms in Barcelona and Berlin. Their first stand-alone showroom was launched in Barcelona with our help.

The proposition;

SIKSILK design urban, athletic and inclusively styled streetwear, inspired by street culture and elite athletes. Influenced by sport and music, SIKSILK is being worn by some of the world’s most creative and talented.

British-born, SIKSILK is a global brand that embraces and encourages activity, creativity and standing out.

For their flagship design for their Barcelona location; SIKSILK wanted to create a strong and bold presence in a very varied shopper area. The shopfront is bold and heavily branded using only brand colours of grey, black and gold. The textures are industrial, and highlights of gold create a glow and add colour. The shop floor is designed around their most popular items; t-shirts and hoodies; the experience is intended to be guided by product but also open in its structure so shoppers can make quick purchases. Every touchpoint from the entrance to the shelving to the changing rooms and point of sale is branded and the slogan ‘Follow the movement’ creates drive and anticipation for the brand.

Doug, Founder of Barber Design, said ‘Working with the Founders and developing a range of assets for this brand was truly exciting. We worked closely with the retail team to develop an entire toolkit of parts to successfully help manage and control the brand’s growth consistently in the UK and Internationally. Designing the flagship store for SIKSILK was a big step-change for their business and we created everything with the utmost care for the journey this brand was headed. Customers love this brand; they had a loyal following, but they wanted that to be bigger; so we designed the spaces and branded items to create a strong affinity with their customer base. We’re delighted to see this brand go from strength to strength”