Store Brief:
To create a shop experience for halloween shoppers, creating exclusive product between HypEmart X Reebok. The products are to be inspired by horror themed movies, characters and ideology.
*Disclaimer; this project is not affiliated with any brands listed below*
Consumer profile 1 - The hype beast / 'The collector'
Name: Walker Mclean
Gender: Male
Age: 20
Race: Mixed race
From: London Soho
About: Youtube social media influencer, likes to buy into “hype” product to show to audience on youtube and instagram. Everything is for insta and for likes, makes money out of brand deals and will show and display shopping experience if allowed. Will buy Gucci t-shirts, shorts and pants, Fear of God, Supreme, Palace, Nike, Adidas, Yeezy, Bape, and also wants to explore vintage. Always on the look out for whatever the next trend is that is hard to get and costs money. Likes to shop in Selfridge streetwear section, wants anything exclusive. Life can appear ‘picture perfect’.
Why they come to the store: to buy and take part in pop up events - For the gram.
Consumer profile 2 - The Creative Fashionista
Name: Leila Wilson
Gender: Female
Age: 29
Race: Asian
From: Manchester
About: Working in a 9-5 office job as a journalist, Leila likes to buy products which have a real concept story and are a little more creative than her office wardrobe. Has the disposable income to attend events, and buy into products but ultimately wants to have fun and experience life while curating a stylised look. Doesn’t buy based on brand but based on story and true connection with the product. Likes to create looks to express herself when outside of the office. Used to be apart of the skate scene so appreciates the history of footwear and apparel in this scene but now buys for enjoyment of product only. Will wear what she buys. Other brands this consumer buys varies as it is about creating a final look, not individual pieces. But invests in creative sneakers as a key part of her outfit.
Taking inspiration from zombie movie culture, the design concept for the collaboration sneaker became a design inspired by survivors and zombies set in a zombie apocalypse. Taking inspiration for the survivors colourway from how footwear and materials in footwear age and change over time and how in an apocalypse setting the consumer would need to 'fix' and 'repair' their own footwear.
The zombie colourway is inspired by imagery, colour and changes noted in zombies from research in zombie theory and cult movies. Especially focussing on the layering of materials, much like the layering of rotting skin on a zombie.
Survivor footwear colourway;
Staple gun repairs
Leather strap
Toe hole
Tape to repair
Velcro strap
Shoe lace to
tighten fit
Shoe lace to
tighten fit
Shoe lace to
tighten fit
Exposed hole
Face mask
Exposed velcro
Staple gun repairs
Strap with pocket
Shoe lace to
tighten fit
Distorted
back of foot
Plastic strap
Face mask
zombie hand, too much?
Tear in linning
Does this affect
the fit?
Tape over holes in footwear, could be branded?
Woven pocket with day counter
Branded sticker
Hole in leather
re-inforced with orange
linninng
Brand coloured tape
for 'repairs' to sneaker
Exposed microfibre foam from under velcro strap
Leather which has been, distressed and
aged through UV and tanning treatment
Woven velcro straps
- Top strap has detachable pocket
Blood splats to be added at in-store event on Halloween night when sneakers will be worn.
The design for the survivor footwear took a lot of inspiration on how sneakers wear out over time and what household products can be used to 'repair' them. Looking at tape, staples, ropes (shoe laces?). It also took into account the sneaker may be 'altered' in a zombie apocalypse by a consumer to have pockets etc so that it could store items.
A lot of the design took shape by creating the footwear to appear already used, aged and damaged. Another key part of the design was to add markings for 'days survived' which look drawn onto the footwear.
Lastly ways to incorporate branding from the store needed to be taken into account.
Zombie footwear colourway;
Blood splats
from event
Plastic back to match distressing
Colour change - from oxygen to look like flesh
Colour change - from oxygen to look like flesh
Embossed logo
Neogreen moulded shape
Metallic?
Blood spray only on upper
Looks more like spray from an event
Maybe a little less blood?
Vein pattern on neogreen
Blood heavier on outsole
Tear distressing finish on all leather and neogreen
Neogreen given treatment so colours change like flesh when exposed to different oxygen levels
Outsole to appear blood soaked?
Hidden colour change areas
Neogreen in one colour with no pattern
Neogreen with dried
vein patterns
Distressed
leather
Distressed leather
3D shapes formed
through Neogreen
Rubber (Recycled)
Rubber (Recycled)
Distressed
leather
Neogreen with texture of skin and colour change treatments
Neogreen with texture of skin and colour change treatments
Neogreen with texture of skin and colour change treatments
Plastic (Recycled)
Above are event T-Shirt designs and how they could be styled with the footwear. The T-shirt is oversized so can be tied/cut into a crop or worn oversized depending on customers preferences.
T-Shirts are marked with the date of the Survivor Series event date as it is only available on this date.