Lucky Loke
Lucky Loke is an exclusive denim label for men, unique to Question Air stores. It focuses on using the finest Japanese denim and clean, contemporary design on t-shirts, sweatshirts, and shirts.
We wanted Loke to feel like a quirky European brand. Pierre who was fundamentally involved in the project is Swedish and helped to create this mixed up brand identity. Loke is the mythical fire-giant / deity of mischief in Norse mythology, but remains a relatively obscure figure. We were involved in the whole branding process, even getting involved in designing garment details. They wanted a brand that would appeal to their market - cool affordable clothes for modern Londoners.
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