PROFOUND™

A brand built on the convergence of street wear and high fashion, materialized through clothing as a visual language and channel of communication. 

Each collection tells a story from the perspective of the designers and the world they exist within. Compiled through narratives of personal struggle, cultural identity, spirituality, and social/political commentary.

The artfully designed pieces are intended to invoke a sense of timeless poetry within the framework of global contemporary fashion. 
All images, wordings, fabrics and silhouettes as represented by the brand reflect the feeling and mood associated with the concept and propel the reference-rich world view of the designers, allowing to explore the relationship between the raw and elegant. Through a medley of disparate subcultural references, Profound™ design influence plays on the balance of opposites; high and low, internal and external, eastern and western, streetwear and high fashion.The label’s vision of luxury is grounded in the principle that finely crafted, meticulously designed apparel should remain widely accessible in all respects, a humble ethos that is palpable in its pared-down yet undeniably current menswear identity.


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On Change
Adapt or die. Every exit is an entry somewhere else. Only in growth, reform, and change, paradoxically enough, is true security to be found. The Profound Aesthetic brand embraces transition and change. Seasons change, moods change and what humans like today they may despise tomorrow. React on feeling. React on emotion and energy, not on industry. It’s a paradox: To achieve continuity, we have to be willing to change. Change is, in fact, the only way to protect whatever exists. To be interested in the changing seasons is a happier state of mind than to be hopelessly in love with spring.





On Design
There is very little organized planning and structure that goes into our design process. It's a very natural and fluid form of creation. We design on mood, feeling and energy, keeping tones mostly muted with darker tones, sometimes with subtle pops of colors.  Imagery and words play a heavy role. Oftentimes, the weeks approaching a new seasonal collection are subtly filled with idea-hunting. These ideas are stored within iphone notes, folders on computer desktops and in our minds. We usually put together full collections within one to two weeks, from start to finish and work triple shifts in order to complete them. It sounds like chaos but there's certainly a method to it that works. In the end, if the process comes from the heart and mind, it all somehow aesthetically ties into place and becomes a cohesive collection. There is only one goal: To make each collection progressively better than the last.