Basic Rights is a high-end contemporary men’s clothing brand; founded in New York City and based in London. A unique label providing tailored essentials with a Savile Row heritage for the modern man, designed as off-duty uniforms for modern creatives. Produced In small batches, ethically manufactured and designed for everyday wear, this brand is simple, authentic, and elegantly crafted.

The brands’ target is ‘creative spirits’ working across the creative industries; advertising, music, tv, media etc., for men who have chosen careers that allow them to be close to the process of creation. As part of this honest and human creative spirit, the clothing acts as a canvas for self-expression, rather than being the expression of creativity itself. This is where the idea for the brand came from, clothing to wear while recording an album.

Working with Boundless Brand Design to reposition the brand in order to more successfully make its mark in high-end menswear, a distinctive and meaningful brand identity was needed, that is relevant to the creative industry and could also live and breathe the Basic Rights Brand DNA of Honest and Human Creativity.

From this, we create a simple and elevated brand, with a handcrafted approach. Integrating a simple yet characterful Basic Rights logotype, with the unexpected symbol of a boar, etched like the early drawings on cave walls to reflect the idea of the earliest creative empowerment that existed. Drawn with care and attention, the symbol is unique and iconic.

Around the brand logo, we utilised a neutral colour palette, to reflect the idea of the clothing being the canvas for creativity, and integrated the Persian rug from the as a secondary intricate brand pattern. Always used in music studios to buffer the sound, and full of richness and storytelling in its own right, the rug not only links to the brands’ musician creator, but also brings additional depth, detail and intricacy to the brand world. The photography styling is classic, unfussy, and honest, hero-ing the clothing at its best.

Hamish Shand, Founder and Executive Creative Director, says; “The whole brand speaks to a world of classic and contemporary British quality, honest essentials for the modern-day creatives, empowering them to go an create every day. With a unique visual identity, driven by the boar symbol, Basic Rights is destined to stand out in the high-end menswear industry”