2019 // prototypes
Inspired from “The devil is in the detail”, an idiom that refers to a catch or mysterious element hidden in the details, meaning that something might seem simple at a first look but will take more time and effort to complete than expected.
The first arrow is pointing to the square which maybe sarcastically supposed to be the “detail” but is just a simple square or is it? The second arrow is pointing to the devil which is or is supposed to be inside the “detail” or just a square and is nowhere to be found or seen or is it? It might be implying that it has escaped or could be the person that is wearing it?
“ATH” on the back is a wordplay since both of the words on the front “devil” and “detail” starts with a “de”.
The Kanji character “千” represents a thousand.
“千²” signifies a thousand squared—equivalent to a million.
The “²” also nods to the brand’s experimental phase, reflecting our journey from innovation.
Inspired by Maslow’s pyramid of hierarchy, the pyramid is missing the middle part which is Love, it can be implied that self-actualization can be achieved without it and there is no need for it.