The challenge

• A significant amount of previous stock remained unsold, largely due to outdated designs and low-quality T-shirt choices.

• The challenge was to create a more exciting, commercially viable design direction that fully embodied the identity of Jacks and the elements that make the brand so well loved by its audience.

• A key focus was also improving product quality by sourcing higher-grade T-shirts to increase perceived value and long-term retail performance.

• This concept captures the rush of heading straight into après, positioning Jacks as the destination you can’t wait to reach. It communicates movement, anticipation, and the energy of arriving at the client's bar.

• The skeleton illustration at the base reflects the high-energy, chaotic atmosphere that regularly takes over the bar during peak nights, acting as a visual cue for that sense of intensity and release.

• From a product perspective, a thicker, higher-quality T-shirt was selected to elevate the perceived value and avoid a ‘cheap merchandise’ feel.

• Colourways were kept deliberately commercial and versatile, with classic black chosen as a staple option to ensure strong sell-through, alongside a pale green alternative that was agreed during the product meeting to provide both light and dark options.

Other options