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SMPLFD
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SMPLFD Clothing
SMPLFD Printing



CLOTHING, PRINTING & DESIGN COMPANY.
FOUNDED IN 2006.
DETROIT, MI












SMPLFD (Simplified) Clothing & Printing is a streetwear brand, screen printing, and graphic design company based in Detroit. It was created by myself and two partners in 2006. By 2015 we acquired our first location in Eastern Market, and later expanded into our warehouse space in Island View (pictured above).

We specialize in creating streetwear clothing and graphic design products both for our own brand, and in collaboration with other companies. Additionally, we provide clients with graphic design, marketing, and apparel production services.
My role as co-owner and creative director was varied and vast. Building the company from the ground up I had an intricate and crucial role in the creative output of our brand. Everything from graphic and apparel design for our clients, construction and layout design of our facility, and planning and execution of nearly all operations/facets of the company. 

The focus here is to give the viewer a visual and written synopsis of SMPLFD, to highlight a few, out of many, of my graphic design contributions to the company, and to showcase some of the projects and products I’ve created over the years.


















LOGOS
HISTORY, TREATMENTS & APPLICATIONS

The company has used many logo variations over the years. Each one conveys a unique message and serves a specific purpose.











Featured above are different logo treatments, and below are the various applications for each design. I am typically attracted to minimal, bold designs. The viewer is much more likely to remember a logo if it has a simple, iconic appearance with easy to recognize shapes, texts, and flat colors. These features give the designs a more classic and timeless feel. Logos with dimensions, color gradients, shine, or shadows have their place, but for a streetwear company less complicated designs are best in my opinion.

Each logo I created for the company has a specific applications and reason behind it’s appearance. For example, the original logo was taken from the washing instruction symbols on t-shirt tags. It means “DO NOT BLEACH”.
The triangle shape with an "X” over it always had a mysterious look to it when I’d peer under the t-shirt tag, and I thought it’d be fun to use it for a logo. Additionally, the three sides of the triangle represent the three owners, and because much of our designs are printed on black garments it has literalness to it with the “do not bleach” icon. The other logos in this grouping were developed as needed. The first “Warehouse” logo was designed when we moved into our warehouse space and wanted to create a logo that felt more industry-like, akin to old school Detroit manufacturing. Another example would be the “RV”, “RVS”, and “XPDX” logos. These were developed for a sportswear clothing line we made using lightweight sweat wicking tech fabrics. I wanted logos that conveyed a “sporty” feeling, and the dots instead of a solid color block allows for the logo to sit better on tech fabric without warping or cracking.




Postcard Design
Printing Co. Advertisement Poster
Business Card Design
Event Advertisement
Colorways for Business Card Designs
Postcard Design
Printing Co. Advertisement Poster
Postcard Design
Sticker Design
Sticker Grouping
Brochure Cover Design
Patch & Inside Tag Designs
Postcard Design
Postcard Design
Poster Design
Sticker Design
Sticker Design




GARMENT
SAMPLES

 Fall/Winter 2023 Collection inspired by the auto shop culture in Detroit. Staple font designs printed on standard work wear garments. Don’t get all fancy, just keep it classic.









PUZZLE
PIECES
Featured below are samples of designs I’ve made over the years including garments, flyers, stationary, advertising layouts and more.  

Also included are photos of the facility that I designed, event photos, and friends over the years.





Event Flyer
Promo Photo Shoot
Poster
Event Flyer
Collection Photo
Warehouse Retail Space
Brochure Segment
Event Photo
Promo Photo Shoot
Warehouse Retail Space
Instagram Ad