TroyBoi

TroyBoi is a London-born producer and DJ with a sound and a look that are all his own. Through Coolulu, I worked closely with him to understand his style and what he wanted from a merch line.

The aim was to take merch out of the tour-souvenir box and into streetwear. That started with the blanks: the right cuts, weights and fabrics, so every piece felt like fashion before the print even went on.

The designs had to be more than a logo and a pretty face. Graphic artwork, back prints and details that stand on their own.

I also designed and built the Shopify webstore, so the shop feels as considered as the clothes.