PROJECT 01 / 02BRAND, TEXTILES & ONLINE STORE

UGGLA STUDIOS.

Heavyweight essentials made from dense organic cotton: hoodies, sweatshirts, tees and sweatpants, in small runs and without loud logos. An independent apparel label, built to last.

Client: UGGLA Studios
Year: 2024
Role: Brand identityTextile curationFinishingAI photo shootOnline store
Disciplines: Positioning Campaign Product

A complete brand.From the first sketch to the store.

For UGGLA Studios we built an entire brand and went through all the steps of our way of working: listening, designing, deciding, building and growing. Brand core and corporate design, textile sourcing and finishing, prototypes, a complete AI photo shoot and the online store all came from one source.

View liveugglastudios.com (opens in a new tab)

01THE ONLINE STORE

A store that thinks in drops. With early access for the next one.

The online store follows the rhythm of the label: production happens in drops, not for stock. Drop 01 with four essentials is sold out and stays visible as an archive, while the waitlist with early access runs for Drop 02. Each piece opens a calm quick view with images, colours, sizes and all details on fabric, weight and fit. The store speaks German, English and Swedish, has a light and a night mode, and is built for short load times on the smartphone.

UGGLA Studios online store on desktop: home page with a couple in a hoodie and sweatshirt on a jetty by the lake, above it “Born at Night. Made for the Day.” — HOME PAGE: BORN AT NIGHT. MADE FOR THE DAY.

UGGLA Studios online store: “Drop 01” archive with hoodie, crewneck, tee and sweatpant, each marked as sold out, with weight, colours and price — DROP 01: FOUR ESSENTIALS, NOW SOLD OUT

UGGLA Studios online store: quick view of The Hoodie with image gallery, colours, sizes and specifications — QUICK VIEW: COLOURS, SIZES, FABRIC AND WEIGHT

Three phone views of the UGGLA store: home page, quick view of The Hoodie and the waitlist for Drop 02 — MOBILE: HOME PAGE, PRODUCT, WAITLIST FOR DROP 02

02THE IMAGERY

An entire photo shoot. Completely with AI.

Lookbook, campaign visuals and product photos for UGGLA were created entirely with AI, without a photo studio, location or models on site. The basis is a fixed visual brief that defines imagery, light, places, cuts, fabrics and finishing. That way the same couple carries the collection through every scene, from the jetty by the water to the fireplace, and every piece appears in three views: flat, on her and on him.

AI visual from the UGGLA lookbook: the couple relaxing on a sofa in front of a fireplace, behind the glass front mountains and water at dusk — LOOKBOOK: EVENING BY THE FIREPLACE

AI visual from the UGGLA lookbook: the couple on a jetty by the water, she in an amber hoodie, he in a dark blue sweatshirt — LOOKBOOK: THE SAME COUPLE IN EVERY SCENE

AI visual from the UGGLA lookbook: she alone in a cream-white hoodie against a wooden wall by the water — LOOKBOOK: ALONE AT THE WOODEN WALL

AI visual from the UGGLA lookbook: the couple sitting under a knitted blanket at a glass front above the water — LOOKBOOK: MORNING AT THE GLASS FRONT

Twelve AI product photos: hoodie, crewneck, tee and sweatpant each flat on sand, on her and on him in front of a glass front — FOUR PIECES, TWELVE VIEWS, ONE COUPLE

03THE FABRICS

Dense fabrics for small runs. Tested until every piece fits.

A good essential lives on feel, fit and structure. For UGGLA we curated the raw goods, from dense 220 g/m² single jersey to heavy 400 g/m² heavy French terry made from organic cotton. Prototypes are made in the studio: we test cuts, wear and wash samples and discard until a piece fits. Only then does it go into the next drop in a small run.

UGGLA Studios: hoodie, sweatshirt and T-shirt in navy with embroidered owl emblem — HOODIE, CREWNECK AND TEE IN ORGANIC COTTON

04THE FINISHING

High-density screen printing & DTF. Complemented by the finest embroidery.

The UGGLA owl emblem is deliberately small; there are no large lettering pieces. That is exactly why it demands sharp contours and tangible depth on heavy fabric. The core is high-density screen printing for a palpable relief and direct-to-film printing (DTF) for fine detail and high wash resistance. Precise embroidery and woven labels complete the repertoire, made in the studio and with specialised partners.

Finishing of the UGGLA emblem: high-density screen print, DTF transfer and embroidery — SCREEN-PRINT RELIEF, DTF TRANSFER AND EMBROIDERY

Woven UGGLA neck label and hang tag made of natural paper — WOVEN NECK LABEL AND HANG TAG

05BY THE NUMBERS

Values you can feel and wear.

Quality is no coincidence but measurable precision: from raw goods to the finished piece, every step follows high standards for fit, durability and shopping experience.

100 %organic cotton in every piece
400g/m² heavy French terry for the perfect structure
4essentials in Drop 01, made in a small run

06THE STUDIO'S CONTRIBUTION

From the first vector draft to the finished product in the store.

TH2DESIGN combines digital brand leadership with product expertise. Whether your own apparel label, high-quality merchandise or corporate fashion for companies: we deliver brand core, textile sourcing, prototyping, finishing and the matching online store from one source.

07YOUR PROJECT

THE NEXT PROJECT COULD BE YOURS.

What needs to change? What is blocking? We start with the right questions.

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