The Concept
‘Made in Brunel’ aims to create a memorable brand around student's work by hosting events and showcases throughout the year. An extremely popular way to reinforce the brand in the past few years has been the availability of merchandise, which we aimed to continue with.
Considering COVID-19 restrictions, we took the opportunity to launch the first-ever online 'Made in Brunel' store, allowing students to purchase merchandise directly - representing ‘Above the Fold’ and ‘Made in Brunel’, wherever they may be located.
Find out more: https://www.pbhachu.co.uk/case-study/above-the-fold
Location: Uxbridge, United Kingdom
Designers: Paramveer Bhachu & Yasmine Fell
Photography: Chloe McCourt
Models: Luca Bertacca, Paramveer Bhachu, Carys Bowen, Chloe McCourt & Ollie Singleton
Year: 2021
The Collection
The ‘Above the Fold’ merchandise collection was created to compliment the brand; by bringing in elements of streetwear design, we created iconic pieces of bold and unique clothing that are still fundamentally ‘Made in Brunel’.
#pleasefoldresponsibly
Fold Modern T-Shirt
The ‘Fold Modern’ t-shirt features the renowned folded ‘A’ asset with which ‘Above the Fold’ has become synonymous. The distinctive wrap-around design has resulted in one of the most popular items of clothing ‘Made in Brunel’ has ever produced.
"When we launched 'Above the Fold' in 2021, people were hooked. So hooked, in fact, a rehab clinic needed to be opened in Tower A. Great news, designers: that rehab clinic is about to get a ton of new business. Why? It's because we've just released the 'Fold Modern' t-shirt. It's going to be considered a Class A substance any day now, so this is your only chance to get in while it's street-legal."
Classic Embroidered Sweatshirt
The ‘Classic Embroidered’ sweater is quintessential attire for any designer’s wardrobe. Both the ‘Above the Fold’ and ‘Made in Brunel’ logos have been placed to contrast with the deep black of the base sweater, resulting in a clean and modern style, suitable for even the most mammoth of design challenges.
"Given the opportunity to design your own 'Above the Fold' embroidered sweatshirt, what would you do? Nobody cares. What we did is way better."
The Singletone Sweatshirt
‘The Singletone’ sweater was designed to be a physical representation of this year’s brand, embodying the sense of razzmatazz that ‘Above the Fold’ is known for. Named after Ollie Singleton, the inspiration for the Singletone can be seen in the brand’s launch video.
"When Alex "Keyshot Master" D'Souza rang us up to propose a limited edition Made in Brunel collaboration, we couldn't hang up fast enough. Forty-two "missed" calls later, Ollie Singleton's name popped up on our caller ID. One phone conversation later, the Singletone was born."
MIB 8888 T-Shirt
‘The ‘MIB 8888’ t-shirt was a limited edition creation for the ‘Bake Off’ competition and features, in prime position, the ‘Made in Brunel’ spatula (chosen for its ability to fold mixtures during the baking process). The ‘MIB 8888’ design is a technical drawing, considered a designer’s recipe, and features ten easter eggs.
"Think about all the times you missed a window of opportunity over the years. The countless missed buses. The failure to get in on MIBCoin earlier this year. Putting aside the fact that crypto is still useless, what did all of these events have in common? That's right: you didn't receive a heads-up from Made in Brunel. Well, great news - you officially have no excuse to miss this opportunity. Granted, you'll still miss all your buses, but at least you'll have the 'MIB 8888' t-shirt to remind you of the Bake Off. Thank us later - the clock is ticking."
Apron (Foldy)
"Not a day has gone by without someone demanding we make our 'Bake Off' apron available to purchase. We ignored every single one of them. Then, we had a brilliant idea: what if we made our 'Bake Off' apron available to purchase? Good thinking, Made in Brunel. The possibilities are endless - the only missing ingredient is you. Start cooking."
MIB Original T-Shirt
"If you had a time machine, what would you use it for? Go back to 2019 and choose 'Graphic Communication 3' as an option? Don't bother: you'd probably still get a 'C' anyway. Learn who drank all the Dash Water? Spoiler alert: Paramveer did it. The point is, you don't have a time machine. We, on the other hand, just used it. Welcome back to 2006. Grab original 'Made in Brunel' merchandise before we push the button again."
