Appointed by Fairtrade fashion brand People Tree in January, the consultancy was briefed to design a T-shirt that would take inspiration from the cover art of Keane’s Perfect Symmetry album.
‘We wanted something that showed the energy of the band and its current direction,’ says Aileen Geraghty, managing director at 999.
Five proposals were made, and Keane was consulted by People Tree. Geraghty says, ‘The band gave us feedback and picked up on things like the coloured stitching.’
The T-shirts have been produced in India by Assisi Garments, a Fairtrade producer, and will be sold exclusively through Keane’s website, www.keanemusic.com, from 6 July, in time for its tour of Japan.
999 previously designed People Tree’s menswear collection and is now looking at a complete autumn-winter collection for the client, which is set to launch in September.