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DIRTY DOLLY.
Dirty Dolly is an up-and-coming skate & streetwear apparel brand, best described as a minimalist perception
of grunge attire. Existing to push the limits of what qualifies as ‘grunge’ fashion, Dirty Dolly caters to those
with a love for minimalism and the desire to ditch the ‘basic’ tag that is too often associated with it.
The Dirty Dolly brand concept revolves around their cheeky, doll-influenced graphic characters representing
stereotypical female personalities. Acting as both apparel designs and brand identity, the dirty dollies position
the label in a unique market space amongst its competitors in the streetwear fashion industry.
of grunge attire. Existing to push the limits of what qualifies as ‘grunge’ fashion, Dirty Dolly caters to those
with a love for minimalism and the desire to ditch the ‘basic’ tag that is too often associated with it.
The Dirty Dolly brand concept revolves around their cheeky, doll-influenced graphic characters representing
stereotypical female personalities. Acting as both apparel designs and brand identity, the dirty dollies position
the label in a unique market space amongst its competitors in the streetwear fashion industry.
Appealing to both female and male audiences, Dirty Dolly is marketed towards those caught in-between skate
and streetwear. They are the lost ones, the introverts, the moody techno addicts and internet artists who
like their wardrobes black and their style minimalised.
and streetwear. They are the lost ones, the introverts, the moody techno addicts and internet artists who
like their wardrobes black and their style minimalised.
The identity developed for the Dirty Dolly brand was motivated by the company’s desire to interpret a strange
balance between modern design and youthful, street grunge. Applying coherent typography and a strong
black and white colour scheme allowed the brand to exist in this awkward space achieving a contemporary
impression of unconventional fashion.
balance between modern design and youthful, street grunge. Applying coherent typography and a strong
black and white colour scheme allowed the brand to exist in this awkward space achieving a contemporary
impression of unconventional fashion.
To help kick-start the brand and establish its position in a saturated market, Dirty Dolly teamed up with Converse
shoes to produce a range of limited edition Chuck Taylor All-Star Lift Leather High-Tops. The collaboration
works with the lift leather design rather than a classic Chuck Taylor, as it best signifies the attire style proposed
by Dirty Dolly. Working in prominent white and black colours, they fit perfectly into popular fashion trends
and enhance consumer flexibility across a range of outfits, regardless of preferred fashion sense.
shoes to produce a range of limited edition Chuck Taylor All-Star Lift Leather High-Tops. The collaboration
works with the lift leather design rather than a classic Chuck Taylor, as it best signifies the attire style proposed
by Dirty Dolly. Working in prominent white and black colours, they fit perfectly into popular fashion trends
and enhance consumer flexibility across a range of outfits, regardless of preferred fashion sense.
Prior to the selection of a start-up series of Dirty Dolly characters, market research was conducted to identify
the doll’s ability to communicate it’s personality through its unique characteristics. Dirty Dolly was met with
overwhelmingly positive feedback and prompted the beginning selection of personas based on majority.
The brand plans to grow their company through introductions of new dolly characters, diversifying its range
and adhering to the wants of its market as their interests morph.
the doll’s ability to communicate it’s personality through its unique characteristics. Dirty Dolly was met with
overwhelmingly positive feedback and prompted the beginning selection of personas based on majority.
The brand plans to grow their company through introductions of new dolly characters, diversifying its range
and adhering to the wants of its market as their interests morph.