Upcycling Project
Graphics
Design Brief
Self-initiated apparel project combining Grateful Dead and BMW branding. Objective: add new elements to an existing product, which adds to an existing narrative, while upcycling existing garments rather than producing new ones.
Process
Sourced 15 vintage BMW t-shirts in near-deadstock condition. Analyzed original graphic size variations to design an overlay graphic that fit all base shirts. Collaborated with a local Toronto screen printer to apply the Grateful Dead “Steal Your Face” graphic around the existing BMW logo.
Release
Created period-appropriate advertising with an 80s/90s aesthetic. Released direct-to-consumer, sold out. Leveraged existing social audience (Grateful Dead content) for organic reach.
