December 2025 · Hoodies
Hoodies with the brand logo, screen-printed.
Project
MaisseClub
My streetwear brand, from illustration to the final garment.
- Client
- Personal project
- Slogan
- Above the crowd.
- Years
- Founded in 2024; with a partner since late 2025
- My role
- Visual identity · Textile design · Final artwork and production management · Web design · Social media and launches
- Links
- Instagram ↗
MaisseClub is a streetwear brand I created for myself, for my friends and for anyone who liked it. I wasn’t trying to follow trends: I liked the style of many brands, but none of them combined what I wanted, so I designed the clothes myself.
The challenge
I founded MaisseClub in 2024. I started by laying out T-shirts and making mockups, and I built the logo, the brand image and the identity. I wanted to reach the people who truly wanted it, not those who just follow trends. At the end of 2025 a friend joined as a partner: we registered the brand as equal partners and started production. I stayed in charge of the designs, the website and the orders.
The approach
I built the identity from scratch, starting from the name. The logo refers to the brand’s signature double S, and the tone is urban and aloof, like the brand itself. Each drop was like its own season, and with each one we executed it better, because we were gaining experience in the industry. I designed everything myself.
The solution
March 2026 · Private Club and Essential
Two T-shirts: Private Club, the gray one, and Essential. Also screen-printed.
June 2026 · Summer collection
Two 100% cotton T-shirts: Summer Pink, in pastel pink, and One of One, in dark green. We moved from screen printing to DTF, which lets you illustrate with many more colors.
Communication
I designed the website, the banners and the social media posts for each launch, and I directed the photos with my friends’ help.
For a streetwear brand, social media is the shop window. It’s where people discover it, follow it and decide whether they want to be part of it.
Showing the garment isn’t enough. You have to show what surrounds it: who wears it, where and with what attitude. The clothes are one part; the community is the other.
Every launch is prepared before it drops. First you build anticipation with teasers and a date; then the drop arrives; and afterwards you keep the conversation going with photos of the people already wearing it.
That’s why consistency matters so much: the tone, the photos and the design have to tell the same story in every post. Otherwise, the brand gets diluted.
There were no samples: because of capital and our own limits, the order arriving from China had to be the final one. It went straight on sale.
Result
It never fully saw the light of day. We built the e-commerce site and I set up the CRM with Klaviyo, but the campaigns never happened and it never really got going. Today it’s mostly a portfolio piece for me.
What I learned
I learned that in a business like this, capital matters more than execution: it’s a huge bottleneck. And that, even if I like something, I have to apply my own judgment, because nobody outside applies it for me. Being the one in charge, I have to think about what people will make of a product without anyone telling me. It’s like having a double mindset the whole time.