Permission

Permission is Toronto’s first size-inclusive and body-positive retail experience for curated athletic fashion. With inclusivity at the core of the brand story, Vanderbrand created a dynamic and flexible brand system and visual identity that is bold, empowering, and fresh.

Permission reinvents the concept of activewear with a retail store and supporting digital platform that embraces the body in all states, and creates an experience that celebrates authenticity.

The Permission brand system is a visual representation of fluidity and flexibility. Set confidently in a condensed Formula, mixing its condensed lettershapes with the wide alternate glyphs. Each application of the logo variant visualizes the countless evolutions that individuals experience.

Bold, enlarged, and interactive typographic treatments act as a graphic expression of one’s body in motion. This application is then further enhanced through strong use of colour in the merchandise highlighted in campaign photography across digital and print applications.