LEHWATCH

The word Lehwatch is Amharic for “exchange.” With this in mind, Maisha approaches her fashion line in a unique way. She takes fabrics specifically used in mattress making from Ethiopia and repurposes them—gives them a new life—as many kinds of garments.

Both being creatives, Maisha and I push daring designs for her brand. She provided a great background to her ideas and where her style inspirations come from, which was instrumental in shaping my approach.

I knew immediately that what I created should not feel anything like other fashion brands out there. All of the concepts are custom and hand drawn. LEHWATCH is bold and loud, but fairly simple to contrast the clothing patterns. It also resembles a mattress by being chunky with soft, rounded corners. We kept things black and white to let Maisha’s garments stand out. Ultimately, we achieved something authentic, flexible, versatile, and practical that will only gain more life from here on out.

Brand — Lettering

Client — Maisha Marshall-Ende
Date — May 2021

Photography — Nika Thompson

Read more about Maisha's work in Vogue's artcile

Black and White Wordmark Pattern
Initial, Rough Wordmark Sketches overlayed amongst each otherTypographic wordmark exploration
Brand style exploration comparing wordmark, logos typography, colour and application examples
A black logo applied to a large square sticker and one smaller button. There is a second button with a bright, neon green logo.
Black wordmark on a tote bag
Red wordmark on a store front sign above the entrance
Clothing Tag MockupSocial media and poster examples.
Website laptop mockup showing the store
Brand guide pages
Four social posts of different garmentsCommon mattress fabric patterns from Ethiopia