When Solethreads launched their triple collection drop—MUTANTS, HUSTLERS, and PLIMSEOUL— a simple product announcement just wasn’t going to do. The brief was to launch three distinct collections that each defy categorization while maintaining brand cohesion.
I developed the nomenclature strategy first: MUTANTS for the shape-shifting rebels, HUSTLERS for the street-authentic grinders, and PLIMSEOUL for the kawaii culture enthusiasts. Each name became a manifesto unto itself before I even wrote the messaging.
This triple product launch was a permission slip for multifaceted self-expression. MUTANTS gave people permission to transform, HUSTLERS gave them permission to stay authentically gritty, and PLIMSEOUL gave them permission to play, because life's too short for boring kicks. By positioning Shruti as the voice of this rebellion across all three narratives, we created a moment where celebrity endorsement became cultural leadership spanning every lifestyle expression.
