UMS Digital / Work / JLY
Case study · Our own apparel label
JLY
A brand built like a club
JLY is our co-founder Jesse’s own clothing line. The J with a shooting star comes from his basketball nickname, Jelly. It’s the brand we built for ourselves: the mark, every graphic, the production and a store you walk into like a locker room.
- The J-starOne mark, worked four ways
- Club, not labelDivisions, seasons, invitationals
- 6 lockersEach one opens a collection
- Vending machinePick a piece by its code
The idea
Not a logo
on a tee.
Plenty of new clothing brands are a logo on a blank tee and a template store. JLY is built like an athletic club instead, with divisions, seasons and invitationals, so every drop has a story to hang on.
That idea runs through everything: the graphics read like team gear and event shirts, and the store is a locker room where each locker opens a collection.
The process
Mark first.
Then the line.
Everything starts with the J-star. We worked it into textured, full-lockup and clean versions so it holds up small on a chest and huge across a back, then built each piece around it in Canva before it went to print-on-demand production.
The mark
Prism tee
Mockup to shop
Heavyweight Invitational Tee
Apparel Co. Flannel
Smoke Tee
The store
Tap a locker.
Open a drop.
Instead of a grid of products, you land in a locker room. Each of the six lockers opens a collection, and the vending machine in the corner drops a piece when you punch in its code.
A template store can’t do that. It took a custom build.
The campaign
Posters for
every drop.
Want a brand
people remember?
We’ll do for yours what we did for our own: the mark, the product, and a store with an idea behind it.