MONOLITH
A clothing brand concept that highlights the corporate nature of the fashion industry. Themes of privacy, technological obsolescence, and consumerism are present throughout the brand’s identity, both in design and concept. The use of grungy, worn-down graphics juxtaposed with a dreamy, utopian backdrop creates a mirage- casting artificial daylight on an otherwise dystopian and corporate image.
At its core, Monolith is a clothing brand operated almost exclusively online.
The website contrasts the brand’s focus on dystopia and global issues through the use of dream-like imagery and fluid motion. “Less is more” absolutely applies here, as motion and graphics take priority over a complex and flashy user interface.
A lightweight web store EXPERIENCE without a bloated user interface.
Monolith was inspired by street-wear and skate culture, mimicking existing skateboarding brands.
An emphasis on casual wear as well as accessories is prevalent throughout the site. In addition to touching upon several of the brand’s themes, each sale on the website would donate a portion of the profit directly to a humanitarian group or charity that coincides with the selected theme.
Clothing and accessories that connect with the brand’s theme.
One of Monolith’s central themes is consumerism and technological obsolescence.
In a tech-centric society, consumers often strive to get the newest and most powerful devices. However, what happens to these devices when they are exchanged for newer, more advanced models? For this topic, I made a series showcasing devices that were once considered up-to-date. These products are old, and well worn. What if consumer technology was made to last?
Themes of technology and planned obsolescence.
