Adellic
Clothing label and DJ collective I founded, branded, and conceptualized.
Problem: The dullness of Southern California's rap scene caused a desire for more vibrant and diverse entertainment.
Insight: College students find themselves deprived of philosophical and artistic stimulation.
Solution: A collective that curated rebellious/psychedelic music events and provided individuals with attire to embody those experiences.
“Fashion Enthusiasts x Guerilla Techno”
Insight to brand
During the pandemic, I vividly recall a conversation with a designer friend in my dorm. That conversation sparked an inspirational volcano within us, fueling our creativity and leading to the creation of a brand from scratch.
Target audience: Students seeking novelty.
Mission: Create experiences that go beyond the typical campus scene.
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For the Unconventionally Minded
• For the Unconventionally Minded
Sanity is a Luxury.
Explore psychedelic designs, mind-expanding slogans, edgy vibes, top-notch fabrics, and techno beats—all born from the mantra "Sanity is a Luxury."
Fully immersing myself in the brand, I integrated authentic ideas and embraced diverse concepts such as rebellious clothing themes, compelling design stories, and recruiting the right musical talent.
Adding fire dancers to events, arranging party buses, firework displays, and partnering with Coachella's stage provider (It costs an arm and a leg… and maybe a kidney) were the cherry on top.
Strategy Becomes Reality
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1. Lucid Nights - A Modest Stage From the Producers of Coachella
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2. Snapshot - Fashion x Music
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3. Tee Design - Disobedience
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4. Tee Design - Trance
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5. Hoodie Designs
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6. Custom-Made Fabric Boxes for Merchandise
Digital Feel
For promotional materials, employed an acidic color palette to resonate with the brand's dynamic energy and the desert-like climate of inland Los Angeles, where the events unfolded.
Furthermore, I developed a website for online sales of merchandise.
Wrapping Up
Two Events
Adellic organized two successful events, each with over 200 and 300 attendees, before my departure to the Netherlands.
Sold Out
Adellic sold out of a medium-sized batch via online sales, pop up stores, and ticket packages.
Branding From Scratch
First-time branding experience and accountability for all aspects of a startup.