Identity

"The everyday outdoors" – Scandinavian minimalism. Function leads, fit follows. Everyday life is the starting point in all copy, not the mountains.

Physical media

The design system currently covers digital surfaces only: CSS, TS, Shopify and email. That is a deliberate scope decision, not an oversight.

The physical layer – Pantone and CMYK values, thread numbers, measurements in mm, clear space around the wordmark, minimum reproduction size and a one-colour version of the mark – gets built when the first supplier conversation starts (lab dips, woven labels, hangtags). Not before: those values cannot be guessed from a screen, and more placeholders in /tokens is precisely what this repo does not need.

When it is built, the physical values hang off the existing colour tokens via DTCG $extensions, so each colour has one truth rather than two that drift apart.

Scope: this repo owns the brand identity across every medium. Construction (measurements, grading, fabric, stitching) belongs in the tech pack.