Feature Detail


SØRENSEN® Clothing

  • identity
  • communications
  • packaging
fashion store interior

Founded by Wayne Sørensen, former design director at Orlebar Brown, the label makes clothing inspired by the work of archetypal professions. Its clean, modern silhouettes take references from clothing worn by drivers, dancers, painters and seafarers, resulting in a collection of robust pieces crafted from elevated fabrics with bold detailing.

In 2015 Sørensen began work on his eponymous label, SØRENSEN based on “an observation that most men (and a lot of women too) have little inclination towards fashion and trends per se yet they still want to know that they look good”. The relentless hype and hard sell involved in the fashion industry means there’s been a slow deterioration of confidence in people’s ability to identify their own sense of style, their own personal uniform as it were.

Jay Flaxman partnered with the brand to create a complete Brand Identity. Working closely with Wayne Sørensen, our task was to develop a device, logotype and colour palette that would represent and further reinforce the ‘utility-derived’ core of the new label.

Our work involved the creation of the main logotype and would feature a stripped back sans serif typeface and include a Danish ‘Ø’ (the founder’s roots were in Denmark and New Zealand) device that would also become a visual shorthand for the brand.

A muted blue was then created to communicate the pared-back functionality and efficiency of the product. The precision that stood at the heart of the brand had to manifest across every aspect of the communications, from garment label and swing tag to online store and packaging. Our studio’s remit covered every element and involved a number of third parties across three continents.

Marketing was to be kept simple yet sophisticated and only target a small number of highly targeted publications, channels and individuals to ensure the right kind of exposure was achieved. Campaign and collection photography was shot by Jay Clark.

The brand launched in the Spring of 2016 to great acclaim within the fashion press and wider industry. A hugely successful Summer pop-up store was created in the heart of London’s luxury retail quarter, Brompton Cross and Malibu Village, California. This led to renowned fashion retailers Mr Porter and Matches stocking the label in the UK, Merci in Paris, Takishimaya in Japan and One & Only resorts in the Maldives and Mexico. The brand continues to go from strength to strength.