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P003 → Sport line pitch for Duke & Dexter - Personal Project
Design Direction for their Sneaker Line
by Andrea Delgado
Throughout all the market research that I have done this last couple of years, I have noticed that most brands that are known for something, that they do so successfully, struggle to venture into other avenues of the business because either they fail to adapt their DNA with the needs of the market or the try to fill the needs of the market without keeping the DNA of their brand in mind, completely loosing their brand direction and making a product that does not speak to their costumers.
Such is the case for Duke + Dexter, they are known for their beautifully handcrafted and hand-painted two-tone loafers. Celebrities like Matthew McConaughey, Jack Harlow and Snoop Dog have been spotted wearing their loafers. This however does not necessarily translate to their sneaker collection. This is not to say that it is a poorly designed shoe or poorly made; but, it is to say that their sneakers do not correlate to the brand, aesthetic or legacy.
My First step into diving into this project, was learning a bit more about the brand, its origins and its best sellers.
Best Sellers
Identifying the opportunity
There is an opportunity for Duke and Dexter to have a more Brand-appropriate Sneaker line.
Currently, their penny loafers are their strongest item, they speak to their customer by mixing, British craft knowledge, reputation and silhouette with an influence of 60’s vintage Americana that is so relevant to today’s modern man.
-Needs to feel vintage.
-Needs to feel crafted.
-Needs an element of preppiness.
-Needs to appeal to both their classic customer and their edgy/rock and roll customer.
Their current sneaker does not incorporate these elements, and though two colorways of their sneaker are currently within their best seller, the question remains. Is there an opportunity for 2 - 3 silhouettes that encompass the previous elements along with some core branding elements to make more sales and reach a bigger audience?
Moodboard
I like the idea of making it have a racing shoe look, given that Duke and Dexter made a recent branding based on a vintage racing car.
I picked and chose my favourite elements and went back to the drawing board.
After all I used NewArc to make a relatively realistic profile version. Since it was still not close to how I wanted the result to look, I edited some of the final touches.
Intellectual property of Andrea Delgado.