Felt Clothing
The Challenge
Streetwear had become loud and repetitive. Trend-driven graphics, constant drops, and hype-focused releases created noise rather than culture. Minimalist brands often default to lifeless basics, lacking personality and creativity.
At the same time, fast fashion has led to overproduction and has made clothing feel disposable and meaningless. Streetwear has also lost its sense of community and creativity, turning what was once a cultural movement into a hype machine.
The Solution
I designed Felt as a response to the noise. The brand carves out its own space within streetwear with a clean, minimal aesthetic that is distinctive and expressive. Each piece is designed to feel intentional, cultural, and lasting. Collections are carefully considered, limited, and accessible, rejecting the pace of fast fashion. Felt is built on creativity, community, and a new approach to minimalism.
The Name
I chose the name Felt for its simplicity, memorability, and emotional weight. If something is felt, it resonates, it connects in a way that stays with you. It captures the mission to create a clothing brand and shared community experience that leaves a lasting impression and cuts through the noise. When something is felt, it is shared. Felt is about building connection and expression through clothing and culture.
Logo & Character
Felt’s visual identity is built around a system of core assets which ensures the Felt wordmark remains clean and isolated for maximum impact, while supporting messaging provides necessary depth.
The Felt wordmark functions as the main, expressive yet refined identity. The Felt Face is the brand’s secondary visual identifier: a genderless, tilted winged face that acts as the expressive icon and visual character. It embodies the freedom, growth, creativity, and playfulness central to Felt's skate and punk heart.
Brand Manifesto & Messaging
Felt's entire messaging system is rooted in the philosophical foundation of the Felt Manifesto. These assets translate Felt's vision into meaningful communication, ensuring the voice is cohesive and always supports the primary identity.
The Explorers of Expression tagline is the main informative messaging asset. This is reinforced by the "Create.Explore.Evolve." phrase, a key graphic asset that serves as a direct, summarized call-to-action derived from Felt's full philosophical statement: "Create without explanation, Explore without boundaries, and Evolve without permission."
Visual Direction
The visual language is intended to be minimal and spacious, always putting the clothing at the center. Campaigns rely on strong, clean imagery with space to breathe. The alternative 'flo' logo is used sparingly in creative placements to add moments of playfulness. The overall aesthetic is creative, expressive and clean.
Typography
The core typeface is Apercu Pro and was chosen for its clean, versatile and approachable foundations. Its subtle quirks give it character without losing clarity. Baskerville Neo is used for headings, creating a balance of heritage and modernity. Together, they bring contrast, personality, and a timeless quality to the identity.
Colour Palette
Felt’s palette is simple and intentional. Ecru is the signature shade, inspired by Japanese fashion and the Zen philosophy of ‘ma’, which focuses on the conscious use of negative space to create meaning and balance. The neutral palette reflects this ethos, allowing the clothing to take center stage while creating a clean and considered aesthetic. Black and white provide a strong base, while a vibrant orange injects energy and immediate recognisability.
Community
Felt is more than clothing. It is a platform for like-minded individuals to connect and express themselves. My future plans include creative campaigns, artist collaborations, and a digital magazine sharing stories from the community. Felt is designed to be worn, but also to be shared.
© 2026
Rishi Bhardwaj
© 2026
Rishi Bhardwaj