Creative Designer
LAGOS
A Berlin-based streetwear brand founded by West Africans, where diaspora identity meets street culture.
category
Fashion
type
Creative Director, Designer
Deliverable
Brand Identity, Apparel, Art Direction
Double Standards is a Berlin-based streetwear brand founded by West Africans, built on the tension of living between two worlds, West African roots and a European base. I led creative direction and shaped the brand from the ground up: the logo, the visual identity, the marketing, and the collections themselves. The goal was a brand that wears its story with confidence instead of explaining it.
From mark to merch
I started with the logo and the core identity, the foundation everything else hangs off. From there I built the marketing assets so the brand spoke with one voice across every drop and campaign. Then it moved into the product: shirts, hoodies, tote bags and the rest of the collection, each piece designed to carry the brand's attitude, not just its name. The throughline was consistency, the same energy from the logo to the lookbook to the last stitch.
A brand that travels
The result is a streetwear label with a clear identity that holds up across two continents, rooted in West Africa, at home in Berlin.
Designing across cultures
Designing for a West African team based in Berlin meant building for two audiences at once without watering down either. It pushed me to think about how identity travels, how something can feel at home in Lagos and Berlin at the same time. That balance is the part I'm proudest of.
