DNA
DNA—Dictate. Never Accept— is a boutique streetwear and sneakerhead destination in downtown St. Louis, where I grew up. I envisioned a rebrand that honors their original identity while infusing fresh energy and meaning. Inspired by the soles of iconic Nike sneakers that also resemble fingerprints, the new logo symbolizes individuality and authenticity—core tenets of DNA's ethos. This design not only pays homage to a sneaker culture staple but also reinforces the brand's commitment to unique self-expression within the urban fashion landscape.
Dictate. Never Accept.
