Clean Start Project
Clean Start is an annual event hosted by Blue 7. Owner Caleb Arter and head buyer Jacob Peregrin are self-proclaimed “denim heads” and they had a feeling there were more people like them. They were right. The event kicked off with 19 people, now that number is in the hundreds.
The basic premise: Purchase a pair of jeans and wear them with minimal to no washing for 6 to 8 months. At the end of the allotted time, the jeans would be put on display to show the wear patterns of each individual selvedge lover like pieces of art. I developed a monogram mark for the project, primary and secondary lockups and collateral.