Dreaming in numbers
Alfie dreams in numbers. He is known for his involvement in delivering world-class retail destinations around the world. He is a business man with a passion for clothes. He is also a life-long Fulham football supporter.
Future Retail…
This was the first time Alfie was creating his own brand in his own image. He wasn’t used to be centre stage. Over zoom as he was isolating, we had some great conversations about his process and approach.
Everything is connected
The graphic pattern is born from the idea of infinite possibilities. The typography informed by the labelling in high-end tailoring. The use of black and white a quiet nod to his beloved Fulham FC.
As a numbers man we had no obvious visual material, but it seemed a gift to look at the detail of tailoring and create a short film as a parallel to his unique approach to business in the retail space.