CRTTRS

CRTTRS /kri-turz/™©24 brings the ideas of absurdism and life’s randomness into focus through personal expression. By drawing attention to aspects of life that people often overlook, CRTTRS invites individuals to reflect on their own existence. Each CRTTR highlights these hidden parts of reality, serving not just as garments, but as a reminder to be present and aware.

Creative Direction
Naming
Brand Identity
Art Direction
Illustration

The two T’s in CRTTRS form a symbolic gateway, inviting individuals to cross into a world of absurdity. CRTTRS serve as guides, holding your hand as you cross this threshold where two worlds converge—our reality and the realm of the surreal. This space (TT), lets you experience both dimensions. Some designs represent our everyday reality, while others explore the surreal, blending both worlds in a unique way.

CRTTRS is where personal identity, absurdity, and self-reflection meet. Though our worlds may feel separate, each CRTTR embodies mindfulness and self-awareness, serving as a steady reminder to stay grounded as life rushes by. More than a design on clothing, every CRTTR carries a deeper story—a unique narrative. For example, the ZRT inspires creativity amid life’s pressures, while the MNKEY embodies resilience and humor in facing life’s absurdities. This personal storytelling sets CRTTRS apart from other brands. Each CRTTR may represent a personal message but all share a unifying theme of mindfulness. This creates a medium for wearers to express what resonates most with them. CRTTRS also celebrates the joy in embracing absurdity. Putting on CRTTRS is like crossing a bridge, acknowledging that life doesn’t always make sense. By stepping into this world, wearers are encouraged to release strict expectations and approach challenges with open-hearted enthusiasm. Each CRTTR invites you to explore this surreal space, where mindfulness and absurdity intertwine. If a CRTTR’s message resonates with an individual, they should embrace the connection and adopt it as a form of symbolic expression.

SNAYK embodies the power of transformation, shedding old skin and embracing the new, welcoming change and future opportunities.

BRD embodies the importance of viewing life from a multitude of perspectives, encouraging others to consider
different viewpoints.

MNKEY embodies its familiar yet comical features, highlighting adaptability and finding humor within life’s setbacks.

GOET embodies the value of being independent, symbolizing the courage to navigate life on one’s terms while empowering others to trust their own decisions.

FAWX represents intelligence and resourcefulness in the face of life’s unpredictability, emphasizing the importance of one’s mind when addressing challenges.

HUGRS represent the importance of sturdy relationships and support from others, fostering collaboration and revealing how unity brings harmony.

ZRT embodies the power to embrace moments of foolishness without feeling immature or reckless, fostering creativity and lessening the heavy pressure of life's responsibilities.

SHOWR represents the escape from daily routines, encouraging others to escape repetitive patterns and embrace unexpected experiences.

Credits:
Design and Artwork by Luka Santos ©2024
Typeface: Helvetica Now
Mockups by The Brand Identity/Maison

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