The Sloof

Challenge

Started as a passion project, but I wanted to make it into something more meaningful and impactful. It’s a streetwear brand that is inspired by the skate scene, graffiti culture, and tattoos with some characteristics from medieval jesters. 

 Background

It started in high school when we would call my friend group The Sloof, which is fools backwards. We adopted this term because of how foolish we often acted and emphasizing that being weird and different is okay. 

I chose the jester to be the character representing the brand; so I did research to fully understand the history behind jesters and their importance. A fool’s (aka jester), job was to bring a smile to everyone’s faces, especially the king, and lighten up negative occasions. To make that easier, their costumes are meant to stand out and grab the audience’s attention. Fools were granted permission to make fun of the king for entertainment in a humorous way. If a fool found themselves in a troubling situation, they were also clever enough to talk their way out of it. Jesters had the skills and bravery to deliver uncomfortable truths to the people and king in a way that kept everybody calm.  

 Message

With the background of The Sloof and the history behind a fool coming together, I have a better understanding of why this means a lot to me and why I chose a jester to represent The Sloof. Taking the characteristics of a fool and applying them to your lifestyle is beneficial in how you portray yourself. I want to create products that grabs people’s attention just like a jester while emphasizing self expression. The Sloof will always encourage you to be yourself, be different, and be weird. We want to remind you the importance you bring to the world. Your unique skills, intelligence, bravery, and much more! Be proud to be a fool, be The Sloof. 

 Solution

I’ve incorporated apparel and products with illustrated graphics I designed myself. Although you can clearly see my style with illustrations; I also enjoy the clean, simplistic look of design. So having that option in my brand will help reach a bigger audience. 

 Reflection

The most important thing to have in a creative field is passion. I’ve always loved the idea of The Sloof becoming a brand since I was in high school. Finally starting it and understanding the meaning more just gets me motivated and inspired to take it to its full potential. 

 Future

In the future I want to bring all of my ideas in gear and designs to life through producing outer wear, skateboards, bags, and other accessories. 

I also want to focus more on the message of the brand and constantly create new designs that represent The Sloof. Mainly, I want to have the illustrations tell a story and message where the audience can have a connection to the piece and gain a positive impact from it. 

If this is a brand you'd like to support and see more of; follow me on instagram at The Sloof.