A 2 season creative consultancy for CK’s new product ventures. We stripped back to the core DNA of CK at its peak in the 90’s and pushed that moment forward, modernizing the product and style codes for todays young at heart consumer. The first step was to define essential clothing, laser focusing on what mattered most to people and the brand. Organic and recycled materials were identified and implemented across the basics collection and packaging. Our internal definition of essential clothing informed our design decisions. The idea was to deliver no more and no less than what we truly need.