Onefold logo and identity, by Futura, Mexico City

Onefold is a clothing brand in New York that sells recycled cashmere garments for kids. Their approach to fashion challenges the way we think about kid’s clothes and the socialization of gender norms among children. They strongly believe that fashion shouldn’t define a child’s identity or restrict their movement throughout the world. The brand strives to create thoughtful, well-constructed, and long-lasting garments, with timeless and unisex designs that grow with your child.

The graphic solution follows the principle of simplicity, using timeless typographies, clean editorials and neutral colors, conveying the idea that less can be more. The icon was designed combining the concept of Onefold’s cyclical philosophy with the concept of infinity, resulting in a modernist and minimalist ribbon icon that represents the reuse of natural materials, while thinking that each piece can be worn for multiple years and then passed on to the next generation.

We wanted our visual outcome to align with our client’s vision. Staying away from gender stereotypes like blue for boys and pink for girls was something we absolutely agreed upon. We asked questions like, “Why do kid’s clothing brands have to all be overly childish with a naive or cute look and feel just because kids are associated with that aesthetic? We were influenced more by the vision of what was wanted for the brand in terms of simplicity and timelessness with a bit of playfulness.

Onefold, challenging the way we think about clothes through great design.

Photos by Futura and Stephen Blaise.

Futura elsewhere on ID: Buddy Buddy.