Proper Dirty

AND ASSOCIATES STUDIO engaged in an intensive dialogue with Proper Dirty, a Vancouver-based unisex fashion label that operates at the intersection of subversion and self-expression. Known for its defiance of conventional norms, the brand situates itself as a medium for cultural discourse—melding art, music, and identity into a singular, resonant language. Our collaboration extended beyond mere rebranding; it became a process of excavation, revealing the foundational values that define the brand’s ethos.

In this inquiry, branding was not merely a visual or strategic exercise but a philosophical undertaking—a pursuit of authenticity as both a principle and a practice. Together, we sought to understand what it means to create work that is not only aesthetically compelling but also profoundly rooted in emotional and cultural truths. When a message emerges from such depths, it transcends the transactional, becoming a universal language that invites connection and evokes resonance.

By referencing the performative, the typographic system doesn’t just support Proper Dirty’s identity—it actively amplifies its narrative, transforming the written word into a visual enactment of the brand’s layered story. Together, these typefaces create a system that is both deliberate and improvisational, capturing Proper Dirty’s beliefs of balancing precision with playfulness. This dynamic tension mirrors the brand’s philosophy: a stage where belongings and emotions meet the freedom to explore and connect.

For the brand, typography serves as a bridge between the personal and the performative—a reflection of the brand’s strategy to blur the boundaries between identity and expression. Inspired by the world of theatre, a foundational influence for the brand’s creative director, the pairing of ITC Franklin Gothic and Sainte Colombe with a custom drawn logo draws from the aesthetics of traditional theatre messaging boards and the evocative gestures of performative art.

The result is a typographic language that not only represents Proper Dirty but also elevates its message, inviting audiences into a space where boundaries dissolve, and self-expression thrives. In this system, typography transcends its traditional role, becoming a medium for connection, introspection, and cultural discourse – a testament to the brand’s commitment to authenticity and its defiance of the conventional.