Do Not Subverge
Rulebreaking Luxury
Do Not Subverge is a streetwear brand with a simple mission. To break the rules.
The temptation to do something daring consumes us. When we're told not to do it, we want it more. It's human nature. In psychology terms, it's called reactance. And it's the burning flame at the heart of the brand.
Subverge was a word coined to represent this rebellious nature – a word that would define a new way of living.
But 'do not' takes on a completely new meaning in this world. Instead, it's an invitation.
I helped develop the creative platform, launching tone of voice across social, digital and PR. Beyond this, I helped bring likeminded people together at experiential launches and pop-up stores across London.
Playing on the word 'subverter’, is a community of 'subvergers' that stand behind the streetwear brand –independent thinkers who never worry about the do not – they just do.
The result? A rebellious fashion movement, backed by people who love to hate the rules.
Welcome to rulebreaking luxury.
