Pillar · Brand & Motion
Type · Concept Brand Launch / Spec Campaign
Lane · Culture / Brand Work
Clyr — Building a Cultural Streetwear Brand
👁️ Overview
Clyr is more than a spec project; it’s a blueprint for the next era of cultural streetwear. Designed by Heno, the project explores the intersection of high-end utility and underground hype—merging sharp design systems with cinematic motion to create a brand that feels inevitable.
The project showcases how Heno builds a brand from the ground up: naming, positioning, product direction, visual system, and launch rollout — all through static visuals and motion-inspired compositions.
Objective: To demonstrate Heno’s Brand & Motion capability — transforming abstract ideas into tangible brands with cohesive visual identity and campaign presence.
Services
Naming & Brand
Motion Direction
Campaign Design
Focus
Community Momentum
Scarcity Logic
Hype-Infrastructure
Platform
Digital / Social
Physical Label
Motion Graphics
Tools
Figma
Adobe Suite
Stable Diffusion
🏷️ Introduction
Fashion isn't clothing; it’s visual currency. Clyr represents a shift toward minimalist silhouettes built for the creative's city rhythm.
Why “Clyr”
Short for the statement "Gone Clear." In the city rhythm, to go clear is to surpass the noise, to reach a level of success that is untouchable. Clyr is the aspirational status of making it. It’s short, aggressive, and international—designed to be a badge of elevation.
Vision Statement
“To design garments that move with the rhythm of modern culture — effortless, functional, and timeless.”
🌐 Market & Target Audience
We don't target "consumers." We build for the Collective. Clyr sits in the sweet spot between Minimal Luxury and Functional Grit, speaking to a generation that values "If you know, you know" (IYKYK) logic over loud, meaningless logos.
Target Niche
London-based creatives, rooted in music, design, and digital culture.
Core Product
Elevated basics and oversized silhouettes with refined detailing.
The Vibe
60% unisex core line. Narratives over loud logos.
✒️ Branding & Identity
Clyr’s identity is cinematic yet functional — a system grounded in simplicity, movement, and light. A modular sans-serif logotype paired with a V-shaped monogram built for tags and embroidery.
🧥 Product Concept
The collection launches with two statement silhouettes — defining the brand’s DNA and establishing recognisable forms from day one.
- Clyr Hoodie — heavyweight cotton, minimal embroidery, tonal logo.
- Clyr Denim — relaxed taper, metal logo tag, washed finish.
🛠️ Production & Supply
Premium craft meets scalable process. Fabric direction: organic cotton, recycled denim, and durable blends.
Quality Control
"Each piece passes a 4-point check for structure, colour, texture, and stitch integrity — built for longevity."
🏁 Launch Strategy
Drop Model
Limited drops every three months, no restocks. Release as narrative chapters.
Influencer Seeding
Gifting to key London creatives. Street portrait campaign: “People in Motion.”
Channels
Instagram motion snippets, TikTok lookbooks, and East London installations.
🔗 Growth & Expansion
Clyr is designed to evolve from a label into a lifestyle. Phase two prioritises community initiatives—mentorship, open studios, and tailored technical outerwear.
"Build a global creative community that wears the same values it lives by."
🚀 Outcome / What It Shows
Clyr stands as proof that when storytelling meets structure, a brand becomes a movement. From strategy to design to motion, Heno shapes every phase—crafting a presence that feels inevitable.
- Engineered the "Viral" moment to build "Vital" infrastructure.
- Bridges fashion and cinematic motion language.
- Strategic thinking beyond simple aesthetics.
- Covers garments, rollout, and motion concepts.
- Scalable brand logic for real-world investors.
- Functional utility meets minimalist luxury.