PURPLE
BRAND
DENIM

A person sitting in a chair against a dark background, wearing a blue sweatshirt, blue jeans, and black boots.

THE SOPHISTICATION OF STREETWEAR

Purple Brand Denim approached SG Cartel with a clear challenge: reinvent their e-commerce platform, product photography, and brand image — elevating the brand to a more cultured, luxury position while staying deeply rooted in streetwear and street culture.
Over the past four years, Purple has experienced exponential growth, becoming the largest denim brand at Saks Fifth Avenue, accounting for 60% of all denim sales at retail. With a loyal following of young POC consumers and strong credibility among tastemakers and celebrities, the brand was ready to evolve. The goal? Create a more sophisticated aesthetic to fuel continued growth, especially in international markets where demand was already booming.
The new platform was built in partnership with backend development studio Maui, designed by Alexandra Vasilevski, with all photography and video content creatively directed by Kai Regan and produced alongside Afterhrs.
Since launch, Purple has seen rapid growth across social media and direct-to-consumer sales — with a global rollout underway and new flagship stores opening on Howard Street in New York City and in Houston.

SGC TEAM
David Boxser
Alexandra Vasilevski
Phil Vasilevski
Kai Regan
Caitlin Hart

E-Commerce Design
E-Commerce Development
Art Direction
Campaign Creation
Editorial
Product Photography

PARTNERS
Maui
Afterhrs
Alex G Harper
Purple Brand Denim Team
Luke Cosby
Rob Lo
Jessica Liebers
Love4Rico

Two young adults, a woman with braids and a man with short hair, pose together against a dark background. The woman wears a white jacket and shirt with the word "PURPLE," while the man wears an open pink jacket revealing his bare chest. The word "PURPLE" is overlaid in white text.
Purple-brand website. A person with long dreadlocks sitting on a modern metal chair, wearing oversized olive green jacket and pants with folded cuffs, and black combat boots, posing against a plain, textured light gray background.
Purple-brand denim website. Three young models wearing casual streetwear, including denim, a red jacket, and a hoodie, standing against a gray textured background in a fashion photoshoot.
Instagram post showing a person wearing a green and yellow tie-dye sportswear set, standing against a dark quilted background. There are labels for products, including "P604 Half Zip Mock Neck" and "P505 Jogger". The post is from the account purple_brand with a "View shop" button at the bottom.
Instagram shopping post featuring a woman with short blonde hair wearing black oversized hoodie and large sunglasses, posing against a teal background. The hoodie is cropped, and she is wearing patterned cargo pants. The post includes tags for a P401 Oversized Hoodie and P503 Cargo Pants.
Blank black digital tablet screen with rounded edges and a black border
A person wearing a white hoodie with black text and a graphic on the back, standing outside with shadows cast on a white brick wall, and a separate white hoodie with black text hanging on a hook inside.
Empty smartphone screen
Blank smartphone screen with a black background and a bezel around the edges.