Context & Challenge

Fresh off the Unsettle 2.0 wordmark rebrand, C001 // FREQUENCY marked the label’s first official full collection drop—designed to introduce our renewed identity across product, image, and sound. The goal: launch a collection that could set the tone for a new chapter of Unsettle—more refined, more directional, and more culturally embedded.

Concept

1. FREQUENCY refers to the invisible signals that shape movement, mood, and memory.Drawing from DJ culture, seismic shifts, and the pace of urban work-life, this collection explores.
   

2. Visual and sonic elements were coded into the campaign—from looped motion to drone-like sound design.
   

Creative Execution

A. Editorial Film

• Directed under the theme “transmission interrupted.”
• Nonlinear cuts reflect sonic disruption and anti-narrative structure.
• Styling cues: blurred eyewear, oversized technical jackets, tonal contrast silhouettes.
• Opening scene features modular garments morphing across time signatures.

B. Photo Lookbook

• Shot on-location across San Francisco’s under-infrastructure and studio flats.
• Close-ups of hardware, seams, and g-hooks highlight the technical detailing.
  
• Lookbook structured like a waveform: peaks (hero shots), troughs (still-life textures).

C. Product Design
Pillar

Modular Utility






Temporal Styling 




Subcultural Echo





Digital Ritual Execution

Garments convert from one form to another (e.g., 3-in-1 skirt, flap-pocket pants) mirroring BPM shifts and live DJ set transitions. Layered, industrial silhouettes paired with sharply minimal looks created “pause and play” moments in each editorial. Locations referenced underground transit tunnels, rave aesthetics, and office-core decay—bridging nightlife and labor. The web experience mimicked a frequency scan: subtle pulses, left–right motion, editorial scroll timed to tempo.

Launch: Pop-Up Activation

• Shot on-location across San Francisco’s under-infrastructure and studio flats.
• Close-ups of hardware, seams, and g-hooks highlight the technical detailing.
  
• Lookbook structured like a waveform: peaks (hero shots), troughs (still-life textures).

Applications

1. Digital channels including social media, website, and visual content.
   
2. Packaging – Recyclable mailers with custom branding, branded tissue paper and washi tape; hang-tags, etc.
   
3. Labelling on product (includes woven labels, screen-printing, laser-printing, etc.)

Launch Metrics

KPI

Sell-Through (Top 3 SKUs)

IG Campaign Reach


Email List Growth

Pre-Orders Result

87% 42,000 (organic) +1200 3x higher than previous drop

Reflection

c001 // FREQUENCY wasn’t just a debut—it was a test of our new identity’s elasticity. Could it scale across sound, garment, image, and environment?

• The answer was yes: our modular system allowed us to layer editorial, technical design, and visual storytelling into one ecosystem.
  
• The project revealed strong brand equity in underground-meets-elevated storytelling, where fashion operates as both utility and code.
  

Credits

Creative Direction, Brand Strategy, GTM Launch: Charlie Yip, CC Doan
Stylist: Dario Turac, CC Doan
Film Editor/Director: Charlie Yip Photographer: Graham
Talent: Brian, Jen Siswandi
Product Development: Charlie Yip