WEST HOLLYWOOD SWEAT CLUB
West Hollywood Sweat Club (WHSC) is a Los Angeles–based wellness brand informed by vintage sportswear and contemporary athleisure. The brand translates sports heritage into a refined, minimalist identity, responding to a gap in the market for elevated, design-led wellness brands.
I led the development of the brand identity and creative direction across all touch points, defining the visual and conceptual framework. This included establishing the typographic system, graphic language, and layout structure.
The identity draws on sports-inspired graphics to create a cohesive language across both brand and product.
In parallel, I led garment development as garment technician, overseeing pattern making, grading, and construction to ensure production-ready outcomes. I also directed material selection and textile sourcing, aligning performance and aesthetic requirements.
The result is a cohesive identity that integrates graphics and product, positioning WHSC within the premium wellness space.
WHSC trend research explores emerging and relevant directions including New Prep, Modern Academia, subverted officewear, sportif elements, and collegiate influences with a feminine sport edge. These themes are analysed and translated into a contemporary design direction grounded in a refined collegiate and preppy aesthetic.
The research informs cohesive collection development through considered application of trims, colour, embroidery, and applique, supporting a unified visual language across ranges. Detailed CAD development ensures clarity, consistency, and seamless translation from concept through to production.
