BlackDot, a snowboarding apparel brand, needed a full overhaul to break free from its discount-store image and reconnect with younger, style-driven consumers. At Hothouse Brands, the team reimagined the brand from the ground up, merging function with street credibility.
Designed at Hothouse Brands, NYC
THE RELAUNCH
The brand returned with a bold new identity rooted in street culture and self-expression. Limited-edition collaborations with graffiti artists like Dalek brought a visual edge, while a gritty campaign—shot by Kenneth Cappello—featured real NYC skater kids to deliver raw authenticity.
REAL SKATER KIDS
To ensure authenticity, we utilized genuine skater kids from the Lower East Side who were the same age as our BlackDot consumers as models. Photographer Kenneth Cappello played a crucial role in achieving our goal of maintaining utmost authenticity.
We used real skater kids from the Lower East Side. The goal was to make everything as authentic as possible.
THE RESULTS
Sales surged, the brand reclaimed cultural relevance, and BlackDot earned its place among the new wave of youth-driven outdoor labels.
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Designed at
Hothouse Brands, NYC
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Illustrations
Dalek + Mike Giant+Derrick Hodgson
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Photography
Kenneth Cappello
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Art Direction Assistance
Ravine Associates
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Identity Assistance
Simon Rachwan