Honor Your Craft, a new defining campaign for Art of Attack. Love what you do. Do it to the highest level possible. Do it with intention.
The next phase of Art of Attack Apparel: Cut & Sew
Our apparel program started organically, we were filling a hole in the market. Being motorsport guys we wanted to wear clothes that felt like they were made for us but we like minimal design, and all that full-color, huge-car-graphic blasted across a T shit was too much for us. We started making small batches of minimally branded, almost IYKYK type branded gear and people vibed with it.
As we got more into the apparel space we needed to educate ourselves, and our obsessive personalities took over. We were absorbing every piece of information we could find (and still do), fabrics, fits/cuts, body ergonomics, color palettes, quality tiers, and on and on. We began to realize the power good apparel has. To instill confidence, to bring someones mood up, to help someone perform better, or even just to kick your day or night off right. By producing a great piece of apparel we get to play a small role in our customers lives. A small accent to the big days, the good days, the days racing with the boys, the days making memories with the family.
Fast forward a few years, Motorsport Apparel has turned into a true passion of ours. We're working with factories in LA to design and build our vision of a modern technical motorsport apparel brand. Our HYC sweat short and crew top sets are a fun, light hearted way to introduce our full custom cut & sew line but later this year keep an eye out for our true technical products build with driving in mind.
For anyone who wants to nerd out on the details of the Honor Your Craft sweat set, below is a quick break down of some of the features:
It took a little over 6mo for our design and production teams to perfect this sweat short and crew top sweat. The idea was "the perfect Spring Season fit". We weren't willing to deliver anything less than perfection.
Fabric: We chose a premium Los Angeles made brushless French Terry cotton over the fuzzy fleece you're probably used to. Unbrushed French Terry has exceptional moisture wicking properties and breaths really well, allowing a garment to have some weight to it but still run cool. The pattern also looks really clean, something no one will care about but us haha
Cut/Fit (Dimensions): We wanted that classic "hugged" feel everyone loves from a good sweater, but we also needed the piece to run cool so it could be enjoyed all Spring/Summer. To achieve a cool, airy garment we went with a looser body, wider sleeves, loose waist band, that all flow air really well. But to keep the hugged feel we tightened up the collar and sleeve cuffs. This results in a mostly flowy garment that touches you only in the important areas that give you that secure, hugged feeling. It took several revisions of 5-10mm here and there, which doesn't sound like huge changes but make a night and day difference in feel when worn.
Color: Our style is lowkey, everyday wear that doesn't scream look at me. We stick to neutral colors, but nuetral doesn't have to mean boring. The team agreed on running a tan, blue and black pretty quickly. After several rounds of sample dips at our dye house we landed on our Slate Blue (a very unisex greyish blue), Scroll (also unisex, Ivory-like offwhite) and classic Black.
Details and Finish work: We finished off the pieces with contrasting embroidery. The Black and Slate Blue were finished off with an almost white satin thread. We went slightly off white to knock down contrast between the embroidery and the garment. One of those details no one would ever notice, but is easier on the eyes than a high contrast bright white. The Scroll got a light silver satin to contrast.
Tags and Details: For our main tag we experimented with a thin, matte silicone that gives a soft premium feel. Black Art of Attack logo on a white tag. In our final version we added a silhouette of our GT3 EVO with a negative "Honor Your Craft" down the middle. We're not big fans of cars blasted across T's, but a small hidden detail on the back of our main tag felt like the perfect touch. We also added a hidden detail tag down the side of each garment on top of our Care and Size labels.