Partnered with fellow retail entrepreneur and architect colleagues across the ocean to develop a U.S. based military-inspired retail concept.
TANK
APPAREL DESIGN
BRANDING & IDENTITY
INVESTOR DECK
NAMING
PRINT
PRODUCT DEVELOPMENT
RETAIL CONCEPT
SURPLUS REINVENTION
TANK resulted from a two-year endeavor while working for Richard Geist, the founder of Uncle Sam’s Army Navy Outfitters. Besides being a leading military surplus retailer and wholesaler, Richard has a love for fashion. He had a big vision to build a world-leading, authentic, fashion-forward, military-inspired apparel, accessory, and adventure store. The retail concept conceived through the development of the brand was a unique mix of authentic military product and paraphernalia married with custom TANK apparel intended to capture and propel the fashion spirit of the century. TANK concepts were presented to Ralph Lauren, Steven Simon of Simon Mall Properties, and investors at Bear Stearns. Through these strategic alliances, the goal was and still is to drive traffic back into the malls, in order to give the entire family a truly experiential, educational and historical retail experience.
Additional Design Collaborators: Architecture drawings and concept execution provided by, Christy (Wright) Ambrose and Andy Catterick
“The French army made it famous in 1915. The word camouflage derived from the French word camoufler, meaning, ‘to disguise.'”
— Vogue
“Man adopted items from their military days into their civilian wardrobe, most notably standard issue t-type shirt or the t-shirt as it has come to be called since.”
— DNR
