Pure Vision Reality

A Sustainable Fashion Brand with an Altered Edge

Pure Vision Reality
A Sustainable Fashion Brand with an Altered Edge

Overview:
Pure Vision Reality is a grunge-inspired fashion brand that promotes sustainability and challenges fast fashion culture. Targeted at Gen Z and young adults, it blends eco-conscious values with expressive, handcrafted design.

Purpose:
To use fashion as a platform for environmental awareness, critiquing mass production through upcycled materials and distorted natural imagery.

Audience:
Environmentally aware young adults who value high-quality, meaningful clothing and reject fast fashion.

Visual Concept:
Distorted plants, animals, and organic forms—fused with human features—create an "altered reality" aesthetic. Grunge textures, collage layering, and unified gradient maps reinforce the brand’s raw, rebellious tone.

Material Exploration:

• Upcycled Denim: Machine-sewn into functional accessories

• Thrifted Garments: Reimagined with screen printing and added patchwork

• Distressed Patches: Hand-torn, dyed, and printed to enhance the brand’s raw aesthetic

Deliverables:

• Posters (4): Concept visuals using repetition, collage, and cohesive color schemes

• Messenger Bag: Custom sewn and screen-printed accessory

• Clothing Line: One-of-a-kind thrifted garments enhanced with screen printing and patchwork

• Instagram Assets: Animated story and post promoting the clothing

• Magazine Spread: Editorial-style promotion of the brand’s message and products

Tagline:
Revitalized Used Clothing