LOWYS Studios set out to create a new standard in performancewear. More than a fashion label, it was envisioned as a meeting point for sport, culture, and design. The project was rooted in Italian production and shaped by an anonymous creative network. At its core was a philosophy: Active Functional Luxury.
The ambition was to avoid trend cycles and build a system with long-term value. Cycling formed the foundation, but the goal was broader. LOWYS aimed to reframe performancewear with a design-led, culturally aware perspective.
The challenge was clear. Create a brand that could balance performancewear and luxury. Make it credible in a crowded fashion market. Build it in a way that could scale. And make sure the creative system connected to real production.
This meant more than designing an identity. It required strategy, language, visual assets, and production support. Everything had to work together to prepare the brand for launch.
LOWYS Studios set out to define a new category in performancewear. Our role was to shape a brand system that could hold this ambition — conceptually strong, creatively distinct, and ready for production. The focus was on strategy, identity, content, and operational readiness.
The first step was strategy. We developed a framework that clarified mission, vision, and values. These statements gave the project a clear direction. They balanced discipline and expression, utility and refinement. A brand strategy and communication strategy translated these ideas into a system that guided every decision and every word.
From there, we built the brand identity. The system was minimal and tactile, with an editorial sensibility. At its center was a custom font. The typeface carried clean lines with slightly rounded corners. It looked precise, but not rigid. The subtle irregularities gave it a sense of movement. It became a defining marker of the brand — a luxury voice with an active edge.
The identity included all the foundations:
With identity in place, we moved to brand content. Photography and imagery positioned the brand in context. Styled compositions showed material quality. Lifestyle shots reframed cycling as cultural rather than purely athletic.
A central output was the manifesto film, created with director Thijs Vleut and Liberate69. The film introduced the LOWYS philosophy in motion. It set the tone for the category of Active Functional Luxury and gave the project a powerful launch asset.
Beyond creative work, we also supported production. This included consulting on product development and helping secure manufacturing partnerships. These steps made sure the brand system could move from concept to reality.
The work delivered a brand built from first principles, ready for execution across creative and production. Strategy, identity, and operations were aligned to support clarity, distinction, and future growth.
