The title of this branding endeavour was 87′; the name given to the high octane fuel used in the Spitfire. Bound in canoe grade birch bark the finished look book truly reflected the heritage & forward focusing aesthetic of scandinavian design. Which was where I felt menswear was moving at the time. For me I thought that functionality & quality while also simple elegant design was the cornerstone to high end menswear. Purchasing power of buying items of clothing that would last for years was also important to the project.