portfolio / archive 2018/2019
DECK: MARTHA’S BIKE, SEASON 2
Preliminary deck presentation; brand development in the retail sector. Featuring wearables, in-house collaborations, and builds for season 2 of martha’s bike. All assets created by Alexander Gray.
BRANDING & CREATIVE DIRECTION: Martha’s bike, martha’s vineyard
Brand re-introduction + renovation project, Summer 2018. Interior re-design, clean-up, operational revamp, and introduction of retail sector at martha’s bike, martha’s vineyard. All assets by Alexander Gray.
PRINT: customer ONBOARDING KIT & playbill back cover AD
Updated the Onboarding Kit which is delivered to all customers who have recently booked a trip with Vantage. Includes luggage tag, name badge, insert and envelope. Also featuring a Playbill back-cover ad concept. All assets created by Alexander Gray.
PRINT, DESIGN & COPY: 2020 groups guide, VANTAGE TRAVEL
50-page catalog promoting group travel experiences with Vantage Deluxe World Travel. Design, select copy by Alexander Gray.
APP: STICK UP FOR IMESSAGE, CHOSEN
An sticker app for Messages, created exclusively for iPhone. Launched in 2017, featuring 3 downloadable packs: New Breed, 1 Night Only, Grim High. All assets (and app) created by Alexander Gray. To be expanded upon with future packs.
PRINT & CONCEPT: MULTIGENerational CATALOG, VANTAGE TRAVEl
Developed a non-existent sector of Vantage, conceptualized and created a 16-page insert to an existing direct-mail catalog. Featuring an interactive, full-bled image experience, intuitive composition, and a kid’s workbook in the back. All assets by Alexander Gray.
DECK: MARTHA’S BIKE, SEASON 1
Preliminary deck presentation; featuring a debut collection of wearables created to reinforce brand DNA. With deck approved, a selected portion was created & manufactured for the shop. All assets created and sourced by Alexander Gray.
CONCEPT (APPAREL): 1 NIGHT ONLY, CHOSEN
Channeling punk culture, 1 Night Only is a hand-printed capsule of wearables and accessories created by Alexander Gray. All about the stage dive. Layered graphics, faux electrical tape, barbed wire sleeves, dark Blue lyrics, ‘PoSsE’ graphic a la Sex Pistols, box logo a la NIN, etc. To be expanded upon in future projects.
PRODUCTION DESIGN, PRINT MARKETING & VISUAL MERCHANDISING, gap inc.
During a 2+ year duration at Gap Inc on the Global Marketing Team, explore all of the magic created for the the company in seemingly eternal identity crisis. All assets created by Alexander Gray.
AESTHETIC: HAUS, CHOSEN
Whimsical, debut home goods capsule with a Chosen-by-Alexander-Gray aesthetic. (creative info with-held). To be greatly expanded in the coming years! Absolutely one-of-one. Filtered by Alexander Gray.
CONCEPT (APPAREL): 9MM AWAY FROM PERFECTION, CHOSEN
This collection debuted just 1 day before the tragedy in Vegas. With a newfound perspective of firearms quickly halted, this capsule was inspired by the aim-accuracy sport and the re-worked logo’s of the sport’s most popular brand imagery. Explore the capsule, the ‘HIT ME’ video installation, and look book.
CONCEPT (APPAREL): FURTHER, CHOSEN
Channeling 1960’s Woodstock, pieces appear to be left behind — sun-bleached in the back of the Furthur bus. Light-weight summer flannels are given severe alterations with unique dye treatments + trimmings. Contrasting print graphics. Full line up individually peeled by hand, not silk-screened. All creative by Alexander Gray. To be expanded upon in future projects.
CONCEPT (APPAREL): DISENCHANTED, CHOSEN
Inspired by 1970’s Bronx, NY. Pre-disco, channeling b-boy’s and forced-selection of acquiring a chosen family (gangs). Art of the hustle, the birth of hip-hop, Gen Y, disenchantment, and the overall state of the fashion industry. Juxtaposed with the happiest place on earth.
LOOK BOOK: HAPPY PLACE, CHOSEN
In conjunction to ‘DISENCHANTED’, Happy Place look book was shot in Bushwick, Brooklyn by D. Tollison. Featuring Raquelle “Rocky”. Directed, edited, designed, and styled by Alexander Gray.
CONCEPT (APPAREL): DIVIDE + CONQUER, CHOSEN
A two-part capsule (‘DIVIDE’ and “CONQUER’) of hand-painted, uniquely-altered tops. Featuring vintage biker, rock ‘n’ roll, and Army tees, plus variations of camouflage. Concept be expanded upon in future projects.
LOOK BOOK: LOST GIRL, L.E.S., CHOSEN
Shot in Lower East Side, NYC. Directed, styled, copy, edited by Alexander Gray. Hair & makeup by Gina. Starring Sixtyne Rourye
LOOK BOOK: HEADLIGHTS/DEADLIGHTS, CHOSEN
Shot in a warm summer evening in a corner of Central Park, New York City. Headlights/Deadlights is modeled by Shawna Healy, styled and shot by Lilly Hernandez. Featuring reflective prints, this collection showcases CHOSEN’s signature take on street wear, incorporating multiple variations of camouflage.
FILM/AESTHETIC: MAKE WAVES, CHOSEN
Filmed in the summer of 2015 at Coney Island, even the prettiest of hearts get broken. ‘Make Waves’ is a fashion film. Directed, designed, styled and edited by Alexander Gray. Starring Hannah Marion.
THE STRIKE OFF’s (six-part “B.C.” collection), CHOSEN
“It was all a dream . . .” This major collection was divided into 6 installments. Some printed years before release, the Strike Off’s means more now than it did back then, and we are very excited to expand on these concepts in future projects. Cross emblem or not, as the DNA of the CHOSEN label.
DEBUT CUT & SEW: THE FIRST IMPRESSION, CHOSEN
After 2 years of sourcing for heather gray cotton modal in 2012, the First Impression tank was cut and sewn in Los Angeles— triple-washed, and printed on the reverse. It is one piece of a complete box set, containing an authenticity card, woven wrist band, and removable sticker pack. The video accompanying it’s soft-launch became a nominee in the Australian International Fashion Film Festival.