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THE BRAND:
Joe Dues.
Simple. Tradition. Style.
It was the summer of 1999, some of my closest friends and I were discussing urban clothing designers and how the Southern heritage was overlooked and often times misrepresented.During that sunny afternoon, we discussed in great detail the unlimited possibilities of accurately depicting the lifestyle of the Southern gentleman. Afterwards, the “discussion” turned into a heated debate about “paying your dues” to society. With “your dues” sounding a lot like “joe dues” with our vernacular. Hence, the name of the company, joe dues, was born.
THE LOGO:
Equipped now with the name of the company, several years would pass before I would come across an old black and white photo of a great uncle. This photo would fuel the vision of joe dues. Easily distinguish-able, simple, and authentic; the logo was scaled while maintaining the original essence of the style depicted in the photo. Once the scaling was completed, the logo became the “face” of joe dues.
Fashionable.
Distinguished.
Outspoken |
