Their story: In 1972, a young Naval Sonar Technician by the name of Ensign Loren E. Moores was serving his country during the Vietnam War on a Destroyer. During his 3 tours in Vietnam, Loren would go on to spend 18 months on the Destroyer during the conflict. One of the most interesting stories of life on a Navy Vessel was tied to blue jeans. Every 3 months, the Loren’s crew would receive three new pairs of jeans; however, the jeans would become so stiff from the Navy that the crew had to figure out how to soften them without the luxury of washing machines and detergents. Loren and the other crew members would tie a rope through the belt loops and toss the jeans overboard to be “salt washed” for several hours before rinsing in fresh water.
We were brought to create a visual identity that portrays fun and adventure while still looking sharp on the product, can evolve as the company scales, and attract its ideal customers. We created a custom stencil font and an icon that would look look amazing on clothing fit for deep-sea fishing.