M/7

[M/7] is predominantly an ATHLUX brand whose strength lies in the identification of a niche, which is likely to shape the future trends in the global fashion sphere aiming to target the fashion innovators, early adopters and early majority. The concept revolves around an individualist, an explorer who uses fashion to demonstrate personal distinctiveness, since originality and innovation lies at the heart of the brand it is feasible to set out the consumer category most likely to be targeted. In this case the gist of the brand is to nourish classic concepts with “newness”, regenerating styles and responsiveness to changing trends in the fast paced global environment.
The brand identity will communicate the spirit and essence of a brand whose roots are embedded in an amalgamation of luxury and sportswear which will eventually be provoking emotional and self expressive consumer behaviour by catering to three main elements; function, fissionability and added value.