of pleasure and pain that run through the pieces. Dark and light, life and death, happiness and depression… the onus is on the art, not an all encompassing logo in central vision. They should create an air of unease or tension, the designs are a challenge to social constructs; we are daring the wearer to do something more than just exist in this life.

Brand DNA: Be different, do not rationalise, follow your heart.

The aim is for Double Visión workmanship to be as synonymous with the brand, as it is with names like Louis Vuitton. However the attention to detail of the pieces, even in their most subtle forms, will surpass that of peers. This will be a clear differentiating factor. We want people to ‘triple take’ when they see the pieces - the attention to detail accounting for the third disbelieving glance.

The brand will initially launch with a range of super-high end baseball caps, rather than the commonly taken path of t-shirts. Why? Caps are in the field of vision and are not washed between wears or hidden under other garments. We expect Double Visión will get 10x the mind share of a similar scale t-shirt launch.

Despite the baseball cap market being worth $7bn per year, the majority of the fashion brands dominating the high-end space produce hats as accompaniments to collections rather than individual pieces. Outside the world of sports affiliated hats, dominated by New Era and 47, we challenge you to name more than a few brands that are baseball cap specialists. The lack of a specialist focus means the majority of baseball caps on offer are very basic and logo driven. Double Visión should appeal to consumers wanting to assert their individualism.