Bastard, a distinct clothing brand that bridges the worlds of skating and streetwear, announced they would be permanently closing their renowned Milan store, shifting to a totally online brand that would now rely on e-commerce for its livelihood.

The challenge at hand was to determine how to create the future of Bastard by connecting the physical world and the digital presence. Moving forward, it was essential to retain the Bastard heritage, while embracing a fresh and captivating approach for the company’s new era. We redefined the brand storytelling, imagery, and digital presence to make the Bastard lifestyle more appealing to a younger, more international audience.