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This is the American Male's home: concentrating on things he owns, what his apartment looks like, his furnishings, his creature comforts.
This is the American Male's things: he's a cat lover, loves old typewriters even if they don't work, wears faded Levi's until they fall apart.
The American Male decides enough is enough. To let off steam, he goes on a roadtrip to nowhere, and to everywhere. Throughout his journey, he adapts to the various cultures he encounters along the way, incorporating found items into his every day wardrobe.
By the end of the trip, his hair is long, his beard is wild, and his limits are endless.
Fall/ Winter Delivery 1 - Color story: yellows
Fall/ Winter Delivery 1 - Fabrics
Fall/ Winter Delivery 2 - Color story: black and white
Fall/ Winter Delivery 2 - fabrics
Fall/ Winter Delivery 3 - Color story: blues and greens
Fall/ Winter Delivery 3 - Fabrics
This is a sampling of the sort of attire the American Male would put together on a normal day. Slight influences from the roadtrip can be seen in the colors and styling.
This is a sampling of the sort of attire the American Male would put together on a normal day. Slight influences from the roadtrip can be seen in the colors and styling
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The American Male- independent concept project (2012)

This is a concept project that I worked independently on for my portfolio. I have focused on a target male customer, showcasing his home, his belongings, and an overall aesthetic from a roadtrip across America he's taken.

Emily Butcher
Menswear Designer Los Angeles, CA