apparel
AYCANE
Launched in Spring 2021, AYCANE is a Swiss performance ice hockey brand for pro and amateur athletes. Featuring high-end European fabrics and premium technical workmanship, the launch collection features performance baselayers and an Active & Recovery collection for Men, Women and Youth players.
As this was AYCANE's launch collection, I was engaged with the founders at a very early stage and embarked on a detailed research project for all sides of the design process. We met with key pro and semi-pro players to talk with them about their game and their gear. I conducted and presented comprehensive competitor brand analyses, trend analyses and research findings before beginning with the design concept for the Aycane brand itself.
I created a multi faceted concept direction for the brand, with special attention to a 'red thread': key details to connect the range together and make it special and uniquely Aycane. We worked on briefing European fabric and trim suppliers in order to utilize only the best fabrics, and premium trims unique to brand.
The resulting launch range for Aycane made a great impact on the market. The brand, with its uniquely premium and stylish look and feel, is unlike any other hockey brand. It features highly technical features both unique to hockey and also training wear.
