Big Idea - The big idea came from the emerging trend of customization in fashion; everyone seeks for personal uniqueness to differentiate themselves from others. Our mission was to create an “everlasting premium consumer-made fashionâ€.
Process - Went through numerous iterations of concepts under the big idea; focused on explorations of different approaches to achieve genuine customization.
Kliaod - result is not just a timeless design, our value proposition for consumers would be: instead of buying multiple pairs of shoes that would cost a fortune and takes up space, with one pair of HUG, they could purchase affordable accessories from retail stores to “dress up†their shoes to achieve endless appearances that is personalized.
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