A clothing label and retail space that believes the things we weave, weave us together.
Context: Grays is a fashion label & multi-use retail space in Toronto, devoted to the use of natural wool from their home province of Ontario, a dynamic region in southeastern Canada. After a year of scaling their operations and setting up their retail space, they wanted to create a brand system that would help communicate their core values, unique process, and distinct perspective on sustainability.
Solution: In creating the brand, we took their key material, Ontario Wool, as direct inspiration for the building blocks of the system. From a logomark that is a literal thread, to fabric swatches woven into the brand itself as printed texture on bags, tags, and storefront, each decision elevates the process and material as the source of value.
Creative Direction: Overall, we wanted every aspect of the brand to reflect the intense commitment to craft that defines the label. As part of the storytelling, we commissioned photographer Mike Kazik to explore the materials and process behind Ontario Wool, with an in-depth photo essay that captured every aspect but the finished garments as an invitation to delve into the backstory more deeply.
