I’m not exactly sure how I discovered Checks, whether it was from a targeted ad or an Instagram vortex but, jeez I’m glad I did.
As a branding specialist, I have a mental checklist that I go through when I discover a brand (more on this later). When I was going through this with Checks, I went from being a social media follower to being a brand fan. I was amazed by how many of the right boxes they are ticking!
Clothing is always going to be subjective, so I’m not here to tell you what to like and what not to like but if you are on the fence about buying from them, head to the “journal” on their website. You will see that each garment, fabrics and materials are carefully selected.
As a brand, they are striving for greatness and I think they sum it up nicely by saying “Checks Downtown is a New Zealand clothing label with a global outlook. Sitting between street fashion, luxurious fabrication and tailored design, the brand has a playful, eclectic and not-to-be-taken too seriously attitude.”
I really love this idea of “Sitting between street fashion, luxurious fabrication and tailored design”. I’m seeing more and more brands try to separate themselves from being labelled a ‘streetwear’ brand, purely due to the stigma of streetwear and the fact that so many brands start out by printing on blank Gildan or AAA t-shirts. Brands like Checks deserve more credit than that, due to the time and effort that goes into the manufacturing process of each garment.
What stands out to me the most about Checks, is the human element. I love the fact that they have made a promise continuously get better in quality. This isn’t them admitting the product is shit but it’s them saying we are currently good but we want to be great, and we will get there over time. This is a great way to turn customers into fans. I have never felt or seen their product but here I am writing an article on the other side of the world about them. This is how you build longevity by paying attention to all of the touchpoints that make up a brand.
Watch this.
“I think the thing with fashion brands is they tend to try and present a really ‘closed-source’ approach where everything is shiny and perfect, but that is not really the way the world works, particularly right now huh. And I think people are really craving an experience that feels more vulnerable and tracks with their emotions” writes founder and principal, Jordan Gibson.
They are open and transparent with their inspiration. It’s also super refreshing to see original references. Often when brands post their ‘moods’, it’s an image that Aime Leon Dore has already posted. The detail of their seasonal research is unbelievable and the references are specific, which I love.
I’m really looking forward to seeing where this brand goes!
The world is your oyster!
For further reading about Checks, I’ve provided some linked below that caught my eye.
https://journal.checksdowntown.com/journal/ss19-inspiration
https://journal.checksdowntown.com/journal/70s-tailoring
https://journal.checksdowntown.com/journal/autumn-2020-inspiration
https://journal.checksdowntown.com/journal/production-delays