TYE

The Client
 A forward-thinking fashion rental brand redefining luxury as accessible and inclusive. The Objective
 To empower Gen Z to express their individuality through sustainable, on-trend fashion that doesn’t compromise their values or budget. The Solution 
TYE embodies “style without strings”, offering a playful yet meaningful twist on fashion with “no strings attached.” The brand name reinterprets “style” by removing “threads” (S and L) to create TYE, symbolizing freedom and fluidity in self-expression. The visual language is inspired by loose threads—unattached yet connected—representing new possibilities in sustainable fashion.