
Based in the USA, DIE FRSH is an exclusive, curated selection of inner city themed vintage gear, featuring iconic pieces from the influential years of 1985 to 2002.
The collection includes over 50 brands across street, sport and luxury, with each item serving as a testament to the time, coming with its own history, insights and cultural significance.






We were tasked with creating a visual identity and website to reflect the visceral, deep-rooted history behind each piece in the collection.
The brand is designed to be harsh, experimental and gritty, blending typography with imagery to multiply the rough, authentic feel of these classic pieces of clothing.

Typography has been used to make a statement while prioritising imagery. A singular font runs across all brand assets, with only type size for hierarchy.
This creates a sense of density and chaos which, when combined with texture and vintage imagery, helps create the urban, street feel that the brand owns.


Clothing from the DIEFRSH collection has been seen on shows such as Raising Kanan (Lil Meech – 2021) and BMF (Mekai Curtis – 2021), and has been worn by celebrities such as Joey Bada$$ (rapper) and Zion Williamson (New Orleans Pelicans).

