The name Casual Guerrilla was born from the subculture that raised me. Part football casual, part guerrilla fashion. I wanted a name that felt like it belonged to a firm, not a fashion label.

Loyalty. Honor. Bravery. These values shaped the brand’s core. I wrote the manifesto, positioning, and brand narrative to reflect a lifestyle rooted in the casual movement. It had to feel like something whispered before a clash, not presented in a showroom.

The logo had to feel earned. More like a badge or a flag than a symbol. I designed a clean, hard-hitting mark that lives well on fabric, metal, and screen. The visual identity is raw but intentional: minimal layout, industrial textures, and sharp neo-grotesk typography.

Cold when needed, loud when it counts, and always deliberate. The tone isn’t friendly, but it’s familiar to those who get it. If you know, you know. Every piece was named like a role, not an item. Offside Jacket. Division Pants. These names aren't decorative. They place you in a situation.

From moodboards and photo direction to future campaigns, I set the tone for how Casual Guerrilla looks, feels, and moves. Every visual, from product shots to textures, was built to align with the attitude.