COLLABORATION WITH OVER THE RAINBOW (TORONTO) for WORLD PRIDE 2014
I was originally approached by Over The Rainbow’s (Yorkville, Toronto) menswear buyer Nigel Seebaran to design a one-of-a-kind graphic tee / tank. The ‘Pridecode’ tops were to commemorate Toronto hosting World Pride in 2014. They had the concept of the barcode before they asked me to come on board for the project. They just wanted to me interpret the concept.
The in-store display at Over The Rainbow's Yorkville location. The tees + tanks were locally produced by Redwood Classics. It was really cool to be able to create, from start to finish, a locally made product. From the manufacturing to marketing to printing, everything was 100% from Toronto.
The shirts made their way onto multiple media platforms, including The Morning Show (Global TV), Toronto Star and we even made 'Editor's Pick' on BlogTO! We had an in-store display that was featured at the OTR Yorkville location. We also had a booth on the festival grounds for the finale weekend of Pride.
100% of the proceeds went to FIFE House. Was so very proud to be part of such an amazing project + campaign. In total, we helped raise $16K along with other businesses involved with the Yorkville BIA.