BENJAMIN MOORE COMPANY COLLECTION
When the Benjamin Moore suits hit us up to make “cool merch”, we were like, nah, let us turn you into a cultural brand. BMC is basically sitting on a gold mine, and had the heritage, irony and normcore aesthetic many brands wished they had in order to legitimately play in the hype space.
The inspiration was the contractors, their reality and their integrity. We created a collection around pieces with functionality painters relied on, while telling a deeper story about their craftsmanship through thoughtful paint splatters and BMC color naming cinvention.
We originally saw it as two collections, each inspired by the shared values of the brand and Gen-Z to integrate BMC into the hype world. Each collection would drop one hot item at a time to create excitement and desire, aka “hype” around the collection before it even being available, and providing an opportunity for Gen-Z to browse the BMC website.
To cut a long budget story short, we ended up partnering with MaⓇket to produce the collection, sell the brand to a wider audience, and ultimately, create a true moment in culture. And we did. We got press from fashion giants like WWD, Juxtapoz, and Ballerstatus, but also street cred in the hype world with items being sold on StockX.
CREDITS:
Concept: Nina Mourin & Carlos Matias (Elephant)
Creative Director: Nina Mourin
VP of Design: Carlos Matias
Art Direction: Joao Mestre