Brand story telling and world building
Reinterpreting K-Swiss heritage through a fashion and lifestyle lens.
Context
This project positions K-Swiss as a fashion-led lifestyle story rooted in brand heritage. The work starts with archive cues and classic tennis identity, then rebuilds them through modern proportion, styling, and graphic restraint.
Product design follows mood first, using colour, texture, and silhouette to create desire and cultural relevance rather than performance validation.
Sport remains a reference point, but the collection lives in everyday styling and editorial image making.
The result is a cohesive world where heritage codes feel current, elevated, and wearable as modern lifestyle uniform.
Heritage, re-styled
A new tennis lifestyle story, rooted in the archive.
This direction reframes K-Swiss through editorial styling and product attitude.
Inspiration comes from classic rackets, resort tennis imagery, and vintage Americana sportswear. Key signals include stripes, varsity construction, and clean court graphics.
The range aims for modern desirability, with heritage clarity and relaxed confidence.
Colour
Heritage brand colours, tuned for modern tennis lifestyle.
The palette is built on K-Swiss brand DNA. Federal Blue anchors the range and carries the strongest identity across apparel and graphics.
Mars Red adds punch for trims, badges, and seasonal hero moments.
Medium and Light Gray balance the system, keeping the product clean, wearable, and premium.
Together, these colours create a crisp courtside feel with a modern, editorial finish.
The muse
1970s California tennis glamour, reframed for now.
Farrah Fawcett sets the tone for the range, sun washed confidence, clean silhouettes, and relaxed American sports style.
Key markers include polo dresses, rib knits, shorts, headbands, and bold tipping. Colour stays crisp and graphic, with whites, greens, and warm accents. The result feels courtside, nostalgic, and wearable for modern tennis lifestyle.
Signature print language
Graphic elegance for tennis lifestyle.
Silk scarf prints introduce a premium layer to the range, linking tennis heritage with fashion styling.
Chain and stripe motifs echo classic sports detailing while adding movement and depth across simple silhouettes.
The print works as a statement accent on shirts, skirts, and relaxed separates, giving the collection a recognisable signature without overpowering the look.
Hero silhouettes and graphic elements
Tennis silhouettes, styled for everyday.
Key silhouettes focus on tennis lifestyle staples, the pleated skirt, the polo dress, and relaxed track separates.
Frame prints and placement motifs bring structure to the look, guiding the eye and creating a clear signature across products.
Fabric contrasts support the story, mesh and perforation for lightness, satin and knit for softness, and clean jersey bases for graphic clarity. The result feels sporty, polished, and recognisable at a glance.
Signature item and all over print
Archive sport cues, rebuilt for tennis lifestyle.
The sweatshirt anchors the range. It balances classic court uniform proportions with modern fit and finish.
All-over print brings energy without losing wearability. Graphics take cues from court geometry, net textures, and K-Swiss heritage colour blocks. Details stay clean, rib structure, refined seams, and controlled placement of branding.
The result feels sporty, modern, and recognisable across colourways.
Heritage accessories system
Court details, translated into accessories.
Accessories complete the story and sharpen the silhouette. The racquet bag takes cues from archive shapes and stitching, rebuilt in cleaner materials and hardware.
Socks extend the court code through stripe placement and colour blocking, giving each look an instant tennis read.
Headwear follows the same rule set, simple shapes, strong colour, precise graphics.
All-over print appears as a controlled accent across key pieces, echoing court geometry and brand heritage.
The result feels collectible, styled, and clearly linked to the range.
Graphic scarf hero
Archive sport codes, reworked for tennis lifestyle.
The silk scarf is the graphic anchor of the collection. Built on K-Swiss red, white, and blue, it mixes court stripes with chain and hardware motifs drawn from archive details.
The artwork becomes a repeatable system, translated into all over prints, stripe placements, and ribbon trims across apparel and accessories.
One hero piece. One language. Consistent from headwear to bags.
