Beloved local fashion and street wear brand CONCEPT which has cemented itself as a household name has once again burst into the mainstream yet again after posting a new CONCEPT jacket on Social Media
According to founder and lead graphic designer Cassidy Karon, inboxes and orders have been flooding in for new design. He says that after a two year haitus the brand is back with full effect.
“I’m just gonna be expanding on what I’ve already started not too many changes just basically I level up from what I’ve already introduced the people. I want to take the people with along the on the production process and show them how I come up with the concepts for CONCEPT.
He says that the first two years of the brand was focused mainly on making it commercially viable. “But now I really want to find the company ethos and tapping into the philosophy of the brand itself so that the market that I’m selling to one hundred percent knows that they are the ones that I’m selling to.
People can expect a more refined, intuitive and inclusive so that a kid who wants to do the same thing can know exactly what was going on in my head. From choosing colors, canvases and even showing how I come up with my typography designs will all be on display,” he said.
Karon added that the brand itself has grown organically and stayed relevant even though it had not produced any clothing for the past two years. Collaborating with MTC on the MTC Connect project and showcasing CONCEPT at the MTC Windhoek Fashion Week in 2021 has attributed to his peristance of not only being a fashion designer but revealing his growth as a graphic designer.
“Patrons of the brand were really taking care of the clothing as well and carried it through. We also really worked hard to make it a staple brand within the country and I attribute that to the quality of the clothing and the strong foundation that we have a team to keep the brand going,” he said.
Furthermore Karon says that although both his music and his clothing brand compliment each other, his next logical move is to separate the two brand entirely in order to penetrate an even larger market.
“I’m always fighting to perform at the highest level possible and there’s definitely higher level than what I am operating at and I have always thought of the international market as well as the international trends and status quo and apply it in my designs so that it can sell and be palatable for the international market. I think we will definitely have something to contribute to the world of Fashion and to the world of Street Wear which is part of CONCEPTS next plan,” he ended.
