DO IT (FOR) YOURSELF
DIFY | Brand Identity & Social Exploration | 2018-Present
DIFY | Brand Identity & Social Exploration | 2018-Present
The term “streetwear” has a long and complex history that is related back to many different counterculture throughout the 80s and 90s. Since then, it has changed and evolved into many different aesthetic directions. Within the past couple of years streetwear has drastically taken off into mainstream fashion culture, and although streetwear must evolve in order to grow, its DIY roots are slowly being forgotten. Do It (For) Yourself explores these deep roots, specifically within DIY ethos and counterculture lifestyles. Both of these things take the mindset of doing or creating something out of pure desire without a huge personal gain or profit in mind. Through this exploration, aim to not only inform viewers of the historical aspect of streetwear, but also to celebrate its roots with a carefully handcrafted zine and line of t-shirts. These forms are well known within DIY countercultures and are an homage to the beginnings of streetwear.
The brand DIFY is the outcome of research and exploration within various DIY communities.
The mindset of DIFY is meant to be an ever growing celebration of streetwear’s origins. People within specific countercultures, such as skate, punk, hip hop, and surf, created stuff and wore brands to represent a story, their story. They created clothing, music, and art that represented their experiences within their communities. There was no personal or financial gain in mind, just expression of the self. DIFY is a brand about community. It doesn’t have one singular logo with strict brand guidelines. The current four logos were created/conceptualized by various people within these countercultural communities.
The mindset of DIFY is meant to be an ever growing celebration of streetwear’s origins. People within specific countercultures, such as skate, punk, hip hop, and surf, created stuff and wore brands to represent a story, their story. They created clothing, music, and art that represented their experiences within their communities. There was no personal or financial gain in mind, just expression of the self. DIFY is a brand about community. It doesn’t have one singular logo with strict brand guidelines. The current four logos were created/conceptualized by various people within these countercultural communities.
