We worked with Brooklyn fragrance brand Rite of Way to create a series of limited merch capsules, each designed in response to the scent it accompanied. Rather than simply translating the brand into graphics, we treated the garments themselves as part of the storytelling, using wash, color, texture, fabrication and finish to capture the mood and themes of each fragrance.

Across tees, hoodies, hats and bags, graphics were paired with garment dye, embroidery, distressing and sun fading to give every piece its own character. Some treatments we’re super hands-on, with hats and totes left to naturally sun fade in my backyard for six weeks before being shipped back to NY. The result was a merch system that could continually change alongside the scents, with the process, patina and materials telling as much of the story as the graphics themselves.

Photographer: Peter Sherno