PURPLE
BRAND
DENIM

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.

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