Post 7: “DEJAVU” Skate Branding

Déjà Vu, from French, literally means “already seen”.
It is the phenomenon of having the strong sensation that an event or experience currently being experienced has been experienced in the past,
whether it has actually happened or not.

Here at DEJAVU we focus on bringing our customers consistently high quality products. We believe that everyone should be given the chance to live life to the best of their abilities, no matter what obstacles or challenges they faced with. Our designs aim to create awareness of certain impairments that many individuals may face at some point in their lives, or in some cases day-to-day life.

While designing our graphics we always keep in mind that many individuals may not have the ability to even experience. With this in mind, our company came to the conclusion that incorporating braille into each design we could not only create awareness of vision impairment, but also reach out to a completely different target audience.

DEJAVU take pride in our regular donations to vision impairment charities & research organisations.
All wearable designs are printed accordingly, then crystals & metallic studs are added as appropriate braille dots. Each brailled item is hand-crafted by an experienced braillist. Each dot is set by hand, then heat set onto the item, so there are no sharp edges on the inside.

5% of all wearable merchandise proceeds are donated to Vision Australia
(includes t-shirts, hats, bags)
5% of all board proceeds are donated to Seeing Eye Dogs Australia
(includes skateboards & longboards)

You too can make a donation for the vision impaired or seeing eye dogs by visiting

DEJAVU products & branding are directed at both Males & Females, however the brand is more focused towards male audiences due to a higher participation & popularity amongst the specific gender (as opposed to females).

DEJAVU is an up-beat, trendy brand mixed with simplistic sophistication and a dash of aesthetics combined to attract a wide audience.  The brand specialises in skateboarding products & merchandise, however it is constantly expanding its product range & target market.

At present the highest interest in the DEJAVU brand comes from individuals between the ages of 16 – 24 years-old, consisting of approximately 65% males & 35% females.

The concept of DeJa Vu itself – The repetition of an event or experience.
The ability to experience & witness visual elements or aesthetics that other individuals may not have the opportunity to experience – Creating awareness & support of vision impairments.


Throughout our lifetime we engage in many experiences, some that are outt of the ordinary, others that we are faced with each & every day… We pass through our lives, somtimes without taking notice of the things around us, the things we are surrounded by, the things we have the ability to see. Each & every day we go about our lives, using our eyes for every single thing we do. Many of us never stop to appreciate the senses we are given.

Sight, what an astounding sense. You are able to witness every piece of imagery you want, with the further ability to remember these experiences on command in vivid detail.
Unfortunately sight, like all our other senses, is not invincible…
Vision can deteriorate over time, or be taken from us in… well… in the blink of an eye.

DEJAVU branding incorporates quirky designs & typography that appear similar, yet at further observation have an element that is slightly skewed/altered. Through this very subtle difference an unusual sense of intrigue & mystery is created. The design remains simplistic, controlled & fits well with the rest of the DEJAVU product range.

Products & marketing are available throughout the year.
DEJAVU has a default branding with additional Summer & Winter editions.

DEJAVU Default Colour Scheme: Black, various shades of grey, white.DJV_1_thumbnail

DEJAVU Summer Colour Scheme: Red, orange, yellow.DJV_3_thumbnail

DEJAVU Winter Colour Scheme: Green, turquoise, aqua/blue.DJV_2_thumbnail

The De Stijl (“The Style”) movement was founded in 1917. Theoretical architect Theo Van Doesburg began the movement along with Dutch painter/artist Piet Mondrian.  De Stijl consisted of various artists & architects in Amsterdam, with the magazine being published from 1917 to 1928.

De Stijl members endeavoured to create a universal style of painting, architecture & design during the decade following World War One. Piet Mondrian created  geometric paintings, while
Gerrit Rietveld designed similarly structured furniture, both of which are frequently remarked as classics in 20th-century design.

Simplicity, order & clarity are the basis for all De Stijl designs, which is achieved through the removal of all representational components in order to reduce art to to its simplest elements:
–    Straight lines (horizontal & vertical)
–    Plain surfaces
–    Squares & rectangles
–    Primary colours (red, yellow, blue)
–    Neutrals (black, grey, white)

Skateboarding originated in the 1950’s, coinciding with the emergence of surfing & as an alternative when the water was flat. In the 1960’s skateboarding became mainstream culture due to the
international championships being broadcast on national television.

In the 1970’s boards were improved as they were made from fibreglass & aluminium with specially designed trucks & wheels. With the advantage of improved boards skaters gained the ability to learn & develop tricks. A unique subculture was eventually formed based around performing tricks on a skateboard.

Riding in empty backyard pools was the popular style of skating initially, however skaters eventually moved out into parking lots in the 1980’s where parking curbs would be used to perform tricks.
From the late 1980’s-1990’s the “vert ramp” was established amongst the sub-culture (a horizontal plane that transforms into a vertical plane at one or both ends). Freestyle skating & street skating was also expanded upon during this time.

The skateboarding population has several constraints due to the general stereotype suggested by outsiders is that members are rebels, social deviants or simply different. Participants are banned from most public areas & signs are posted in various places which prohibit skateboarding of any form.


Interior Designer – Karim Rashid

Karim Rashid is a prolific industrial designer & interior architect, born in 1960 in Cairo, Egypt. He was raised in Canada by his English parents where he received a Bachelor of Industrial Design from Carleton University, Ottawa.

Residing in New York, Karim manages his private design studio, with offices also located in Manhattan & Amsterdam. He has earned a reputation as a style setter & rule breaker (by avoiding mainstream design concepts), an inspiring & provocative global lecturer, renowned for wearing pink & white accessorised with Alain Mikli & Sceye Sweden designed glasses.

Karim has worked in over 40 countries with his portfolio of expertise compiled from over 3000 designs in production & over 300 awards. He frequently lectures at universities & conferences in order to globally express the importance of design in everyday life. His accomplishments range from furnishings, products (both practical & novelty), clothing (co-founded & designed Babel clothing), even music (composed “Plob” for a German compilation titled ‘The Listening Room’).

“Every business should be completely concerned with beauty. It is, after all, a collective human need.”  –  Karim Rashid

His award winning designs include:
–   Luxury goods for Christofle, Veuve Clicquot, & Alessi.
–   Democratic products for Umbra, Bobble, & 3M.
–   Furniture for Bonaldo & Vondom.
–   Lighting for Artemide & Fabbian.
–   High tech products for Asus & Samsung.
–   Surface design for Marburg & Abet Laminati.
–   Brand identity for Citibank & Sony Ericsson
–   Packaging for Method, Paris Baguette, Kenzo & Hugo Boss.

Interior Designs include:
–   Morimoto restaurant, Philadelphia.
–   Semiramis hotel, Athens.
–   nhow hotel, Berlin.
–   Universita Metro Station, Naples.
–   Exhibition design for Deutsche Bank & Audi.

Karim experiments with a combination of art, fashion & music in his spare time. He is determined to creatively touch every aspect of the physical & virtual landscapes which surround us. His philosophies are based around quality over quantity, space over clutter, clarity over complexity & marriage of both form & function within every design.

“I want industrial design to be a public subject. I want people to love objects the way they love clothing.”  –  Karim Rashid

The book ‘Design Your Self: Rethinking the Way You Live, Love, Work, and Play’ was written by Karim Rashid explaining how to optimise all areas of life (aesthetically & spiritually), while offering comprehensive guidance to readers that is simple to understand. ‘Design Your Self’ comprises of topics ranging from wardrobes, office space, love life & diet, along with offering readers answers to perplexing questions such as; how to pack a suitcase correctly, how to use colours to accentuate a room & how to harness free time in a busy schedule.

“People project meaning onto objects. If an object allows you to interact with it, then it becomes part of your being, and over time you see things in it that first you might not have seen.”  –  Karim Rashid

“Today poetic design is based on a plethora of complex criteria: human experience, social behaviors, global, economic and political issues, physical and mental interaction, form, vision, and a rigorous understanding and desire for contemporary culture. Manufacturing is based on another collective group of criteria: capital investment, market share, production ease, dissemination, growth, distribution, maintenance, service, performance, quality, ecological issues and sustainability. The combination of these factors shape our objects, inform our forms, our physical space, visual culture and our contemporary human experience. These quantitative constructs shape business, identity, brand and value. This is the business of beauty. Every business should be completely concerned with beauty – it is after all a collective human need.

I believe that we could be living in an entirely different world – one that is full of real contemporary inspiring objects, spaces, places, worlds, spirits and experiences. Design has been the cultural shaper of our world from the start. We have designed systems, cities, and commodities. We have addressed the world’s problems. Now design is not about solving problems, but about a rigorous beautification of our built environments. Design is about the betterment of our lives poetically, aesthetically, experientially, sensorially, and emotionally. My real desire is to see people live in the modus of our time, to participate in the contemporary world, and to release themselves from nostalgia, antiquated traditions, old rituals, kitsch and the meaningless. We should be conscious and attune with this world in this moment. If human nature is to live in the past – to change the world is to change human nature.”

Information Sources:
Manifesto Source:

Fashion Designer – Thomas Burberry

Dressmaker Thomas Burberry, born on 27 August 1835 in Dorking Surrey, United Kingdom, founded the Burberry brand when he was just 21 years of age. He completed an apprenticeship at a local draper’s shop prior to opening his own outfitting business called “T. Burberry and Sons” in Basingstoke, Hampshire in 1856.

Thomas Burberry – Brand Founder

By 1870 the business became known as an “emporium” & had established itself by focusing on the development of outdoor attire for local residents & visiting sportsmen who frequently visited the store. Thomas Burberry invented the gabardine in 1880 (a durable, water-resistant yet breathable fabric, in which yarn is waterproofed before weaving). In 1891 Burberry established a wholesale business in London & Thomas Burberry opened his first shop at the Haymarket (now the site of Burberry’s corporate headquarters).

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During WWI Burberry designed military style models of the coats for the British Royal Flying Corps (later known as RAF). The coat had a deep back yoke, epaulets, buckled cuff straps, a button-down storm flap on one shoulder & storm pockets. After the war the Trench coat became popular amongst civilians & was known worldwide as a “Burberry”.

1901: The Burberry Equestrian Knight Logo was developed & registered as a trademark containing the Latin word “Prorsum”, meaning forwards.
1902: Burberry established the “Gabardine” as a trademark.
1909: The “Burberry” was registered as a trademark for the company coats.

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In the 1920’s the iconic Burberry Check, registered as a trademark, was introduced as a lining inside the trench coats. During the 1960’s Burberry was exposed to the fashion scene & the famous check was seen on umbrellas, luggage & scarves. The distinctive tartan pattern is now one of the most recognisable in the world. In the 1980’s the company started to renew its brands & trademarks, accompanied by retail expansion, opening stored in New York & other major cities.

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Clean lines, classic style, and traditional colours (offshoots of the red, black, beige, and white Burberry check). The clothes are striking in their simple beauty.

Burberry London - Men's Tailored Clothing.

Burberry London – Men’s Tailored Clothing.


“Helping young people realise their dreams through the power of their creativity.”

The Burberry Foundation, established in 2008, is a registered charity in England & Wales. The organisation is dedicated to supporting young people & assisting them to realise their full potential while thriving in the world they are inheriting. The Burberry foundation has inspired over 44,000 young people through generous global donations from Burberry employees & customers.

This has been achieved by the combination of financial support along with the creativity, knowledge & dedication of Burberry employees. In the past Burberry has clothed & encouraged explorers, today the Burberry Foundation continues to do so, by helping young people navigate the uncertain experience of their age & the complex world in which they are living. The Foundation aims to inspire the innate creativity of young individuals with guidance & support, enabling them to develop new skills, confidence & ambition in order to realise their dreams.

Information Sources:
–  Burberry Site & Online Store
–  Thomas Burberry Profile
–  Burberry Group plc
–  The Burberry Foundation – Vision & Contact Details

Costume Design – William Ivey Long

William Ivey Long is an American costume designer born August 30, 1947, specialising in stage & film.  He was born in Seaboard, North Carolina where he completed high school & went on to study History at the ‘College of William & Mary’, receiving a BA & graduating in 1969.  Both his mother & father were theatre educators, with his father founding the Winthrop University theatre department. William spent much of his spare time in Manteo, North Carolina, working with his family on Paul Green’s outdoor drama, ‘The Lost Colony’.

William Ivey Long, Jr.

He pursued a Ph.D. in Art History at the ‘University of North Carolina’ at Chapel Hill, where visiting professor Betty Smith suggested he apply to the design program at Yale University. He commenced Set Design studies at the ‘Yale School of Drama’, where he met fellow university students Sigourney Weaver, Wendy Wasserstein, Meryl Streep, Christopher Durang & Paul Rudnick. William has credited designer Ming Cho Lee (whom he studied under) as a major influence on his personal work.

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In 1975 William received an MFA in stage design & graduated from Yale & moved to New York City where he worked as an unpaid apprentice for couturier Charles James, until 1978. Karen Schulz (a fellow Yale student) was the set designer for a Broadway revival of Nikolai Gogol’s ‘The Inspector General’ & suggested that William Long be hired to do costume designs for the show. To this day William Long has since designed for over 60 Broadway shows.

His most notable work include ‘The Producers’, ‘Hairspray’, ‘Nine’, ‘Crazy for You’, ‘Grey Gardens’ & ‘Young Frankenstein’. Each summer he returns to Manteo, where he has served as Production Designer since 1988, with 2012 marking his 42nd season with the production.

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“Long’s creations have had a tendency to become as much of a celebrity as the people who wear them. His pieces are so lively that they seem to have personalities on their own. The movements the costumes were made for seem to reflect in the fabric. Each detail is lovingly stitched for the characters of the stage and speaks of the story itself, giving the viewer a little taste of the spectacle that is Broadway.”

~ Encore Magazine’s art columnist, Lauren Hodges.

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Other costume design works include:
“A Streetcar Named Desire”, “Sweet Charity”, “La Cage aux Folles”, The Caine Mutiny Court-Martial”, “The Front Page”, “Big Fish”, “Catch Me If You Can”, “Hugh Jackman, Back on Broadway”, “The Ritz”, “Little Shop of Horrors”, “Cabaret”, “Guys and Dolls”, “Dreamgirls”.

Information Sources:

Fashion Illustration – Nadia Flower

Nadia Flower - Watercolour/Mixed

Nadia Flower – Nylon Magazine

Nadia Flower’s beautiful illustration work is defined by the fragile, delicate, yet graphic & strong elements exhibited in each of her artworks. The combination of hand-drawn & computer-based imagery are key components to her work. Nadia works across a variety of mediums combining hand-drawn & computer-based imagery; from fine art painting to fashion & textile, as well as pure illustration for the editorial & advertising markets.

Residing in New Zealand, Nadia offers her creativity to clients all around the world; incorporating vector work, watercolour & even type design. She has appeared in group exhibitions & book publications in Australia, Tokyo & the United States. Her illustrations are playful, sensual & almost illusive, as they exist in the space where dreams, fantasies & fashion collide.

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Nadia has recently completed a commission for in which she illustrated a variety of perfume bottles & her interpretation of their scents emerging from the bottles. She was given complete freedom which allowed her to express her creative talents to the fullest. Furthermore she has released her own stationery range in New Zealand.

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VOGUE CHINA:  Nadia decorated a piece in the magazine to illustrate the floral dresses trend at the time.

GHD:  Nadia designed packaging for a set of Limited Edition black & white gloss stylers. The white pack featured an assortment of “pure” elements (angels, stars & flowers), whereas the accompanying pack featured an assortment of “dark” elements (devils, snakes & serpents).

BOURJOIS: Nadia’s graphics were commissioned by wonder agency Talents Only in Paris. The illustrations for the Bourjois advertising campaign were displayed in pages of the magazine & at points of sale within stores.

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Clients of Nadia Flower include:
– (UK)
–  Lily Allen/BBC (UK)
–  Fornarina (IT)
–  Nylon magazine
–  GHD hair straighteners
–  Coca-Cola (UK)
–  Glamour magazine (UK)
–  Saatchi & Saatchi (AUS)
–  Marie Claire (UK)
–  Katharine Hamnett (UK)
–  Yen magazine (AUS)
–  Graniph (Japan)
–  Waitrose (UK)
–  David Jones (AUS)
–  Daily Telegraph
–  Zoe and Morgan

Information Sources:
–  Nadia Flower – Advertisements & Marketing
–  Interview with Nadia Flower
–  Nadia Flower – Facebook
–  Nadia Flower – Client List & Contact Details
–  Nadia Flower – Online Store

20th Century Chair Design: Ludwig Mies van der Rohe

Ludwig Mies van der Rohe
27th March 1886 – 17th August 1969

Ludwig Mies van der Rohe

Ludwig Mies van der Rohe was a revolutionary, influential architect who was a committed educator, creator of several memorable sayings & most notably a talented furniture designer. His career began working in his father’s stonemasonry business. He went on to complete an apprenticeship with furniture designer Bruno Paul in Berlin & afterwards joined the office of architect Peter Behrens (whose work foretold the modern movement).

Ludwig Mies van der Rohe

In 1912 Mies established his own office in Berlin where he later became a member of the Deutscher Werkbund & Director of architecture at the Bauhaus Design School. He also assisted the establishment of the ‘Der Ring’ architectural association.

Illinois Institute of Technology Library and Administration Building Proposal by Ludwig Mies van der Rohe

In 1938 Mies immigrated to America, where he established a practice in Chicago. His buildings include:
– The German Pavilion for the 1929 Barcelona Exposition,
– The Tugendhat Villa in Brno, Czechoslovakia
– The Seagram Building (designed with Philip Johnson)
– A cluster of residential towers along Chicago’s Lakeshore Drive in Chicago
– The Illinois Institute of Technology campus (where he was the director of architecture)

Mies van der Rohe successfully encouraged modernist architecture in Europe during the early 20th century & became known as “America’s Greatest Living Architect”. He was one of the most intellectual modernist architects & spent much of his life pursuing a rational approach to design, in hopes to generate a system that could be used to create powerful, aesthetic building similar those he had personally designed.

Barcelona Chair by Mies van der Rohe

Some of his most concise aphorisms such as “God is in the details” & “Less is more” successfully encapsulated his philosophical pursuits, in addition to his simplistic, innately appealing designs. The Barcelona Chair & the Brno Chair are two of his most famous furniture designs, which reflect the same philosophical foundations that influenced his architecture. Both outstanding forms combine sleek modernist steel & luxurious leather which are equally defined by their surrounding space & the structure of the chair itself.

Information Sources:

Sub-Culture: Decora

Subcultures are responsive sociological occurrences that emerge & transform over time depending on the impacts of location, mainstream culture & changes in society to one or more individuals.
Milton Gordon in 1947 defined subculture as:

“…A subdivision of a national culture, composed of a combination of factorable social situation such as class status, ethnic background, regional and rural or urban residence, and religious affilitation, but forming in their combination a functional unity which has an integrated impact on the participating individual.”

Decora Fashion & Accessories

Decora is a Japanese street fashion which is identifiable through display of bright, fluffy & innocent clothing along with excessive toys & accessories that are worn to create a characteristic of playfulness & childhood. Decora translates to “decorative” in Japanese, which ultimately means to dress up decoratively in order to show the kawaii (cuteness) aspect of self-expression in fashion. Outside Japan the fashion trend is presented primarily a costume (for cosplay).

Decora Fashion & Accessories

Decora Fashion & Accessories

An innocent, child-like appearance is achieved by wearing an assortment of babydoll dresses, Mary Jane shoes, bows, barrettes, ribbons & colourful stockings, all of which are heavily layered. The toys exhibited by individuals are often plastic or stuffed character products which are very colourful, blink, make noises & are closely related to young children. Hair is usually worn in pigtails or extremely curled, along with being dyed pink, blonde or auburn.

Decora Fashion & Accessories

In 1997 the first issue of a Japanese street fashion magazine known as FRUiTS was published.  Cover model, Aki Kobayashi, wrote articles about her style & her own hand crafted accessories. As a result of FRUiTS magazine girls began making their own eccentric accessories & the style became known as Decora.  Decora girls (aka “Decora-chan”) would trade & sell their accessories in the Harajuku & Shibuya districts in Tokyo during the late 90’s, with the subculture peaking in the mid 2000’s. The trend has now divided itself into 4 sub-categories which are referred to as: ‘Original/Casual Decora’, ‘Pink Decora’, ‘Dark Decora/Koteosa’ & ‘Decololi/Decora-Lolita’.

Decora Fashion Accessories

Information Sources:
–  Decora chan: Japanese fashion subculture
–  20 Tokyo Subculture Fashions Explained

Decora Communities:
–  Decora World
–  Decora Fashion Facebook
–  Decora Outing Facebook

Skinniwini Kawaii (Decora & Sweet Lolita Fashion Store):
–  Skinniwini Kawaii Community
–  Skinniwini Kawaii Facebook

Hawaii Kawaii (Cute Accessories, Merchandise, Recipes & Designs):
Hawaii Kawaii Blog
Hawaii Kawaii Facebook