N A M I (the Japanese word for “wave”) was a collaborative swimwear brand developed by myself and three other students during our third year at KPU’s Wilson School of Design. It was the culmination of a semester-long project in which we were to create an “established” company, develop its values and business strategies, create historical data and SKU plans, conduct retail and forecasting research, and give a line presentation for three separate deliveries consisting of ten garments each.

We focused on modern, athletic silhouettes and fit, with an emphasis on body positivity and environmental sustainability as our brand’s primary values. We encouraged the use of the hashtag “#NAMIpositive”, promised to never photoshop our models’ bodies, offered a hotline that would connect customers to personal stylists, and sent newsletters sharing stories from inspirational women.

The N A M I customer was envisioned as a woman in her 20s to mid-30s who enjoys athletic activities and outdoor adventures, maintaining a healthy, balanced lifestyle. She prioritizes fit and longevity in her clothing, and cares less for flashy designs or fleeting trends. She’s down-to-earth, easygoing, and needs a calm, quiet atmosphere to really thrive.

Our deliveries were based off the three elements: air, water, and earth, intended for delivery in February, March, and April 2017, respectively. N A M I swimwear always come in white and black as staples, alongside two fashion colors in every delivery. We provide pieces that are easy to mix-and-match with customers’ existing wardrobe, with more stylish colorways and design elements that act as the signature piece for the season. For example, we utilized mesh fabrics for ‘air’, created an abstract wave print for ‘water’, and emphasized angular lines and hardware for ‘earth’.

Note: Due to N A M I being a group collaboration, I do not take full credit for the moodboards, flats and floats, or the wave print. Concepts and designs were created and finalized as a team.

Click to expand concept boards and line sheets.