DNA
DNA stands for Dictate. Never Accept, and is a boutique streetwear and sneakerhead destination in downtown St. Louis. I took the liberty of rebranding their visual identity while still paying tribute to their original logo and design style.
The design was inspired by the original sole of Nike’s Air Force 1, which is a hype-beast staple, and, also looks like a fingerprint to me. And while fingerprints aren’t technically DNA, their natural association with forensics and their distinct, yet unique design characteristics, lent to a smooth amalgamation with the AF1 footprint, and the brand messaging that followed.
