CALIFORNIA HAZE
IN COLLABORATION WITH HURLEY
California Haze follows the creative process that gave way to a Men’s swimwear and apparel line created in a studio lab with the creative team from Hurley. This line highlights California, as it is one of the world’s premier surf destinations with a twist. This line was inspired by the super bloom of flowers that occurs in the Golden State; specifically highlighting the state flower: the California poppy.
INSPIRATION
The inspiration behind this line came directly from studying the flowers themselves. The color, shape and clustering were all taken into consideration during the ideation for patterns and application.
PATTERN EXPLORATION
The process from the hand drawn stage, then scanned in, redrawn digitally and the application of various color ways. The idea was to stray away from realism when depicting the flowers, and to portray them instead in a very causal, easy-going, fluid style.
TAKE IT A LITTLE FURTHER
After the exploration of the various color ways, the process progressed into playing within the digital space and intentionally distorting and removing bits and pieces of the original pattern. This resulted in a supporting pattern or effect that could be applied on the apparel that would add variety to the line, while maintaining consistency of color and content.
BOARD SHORTS
Variations within a product line are key for appeasing a variety of tastes and preferences. All these swim trunks are clearly within the same line, but each have their own expression to please different personalities.
APParel
The extra pieces to finish off the line are various tee shirts, woven shirts and a pullover.