Hifi Athletics is a boxing-inspired streetwear brand. It creates considered apparel to empower women, non-binary, and trans people in combat sports and beyond by subverting the macho narrative of boxing to make it their own. Launching soon.
The purpose of the brand is to push the culture of women, non-binary, and trans people in boxing forward by spreading awareness and building a brand that boxing aficionados and streetwear enthusiasts alike can rally around.
I created the brand identity and all digital assets for HiFi. The concept pushes a streetwear aesthetic with quirky collages elements, bright colors, and graphics that promote diversity and inclusion within the sport and outside it.
- Project Roles
- Creative Director, Designer, Illustrator
- Butter Studio
- Adobe Illustrator, Creative Direction, Design
- Brand Identity, Branding
- Project Industries
- Fashion, Sports