UNDERCONSTRUCTION

The story begins at the foundation of our society , the people who make it possible for us to live our daily lives. Construction workers who lay the final stone of our homes. Sanitation workers who keep our streets clean. Firefighters who are always ready to protect us. And police officers who give us a sense of safety on the streets.

For them to do their jobs, strong, comfortable, and high-quality clothing is essential. Clothing that protects them and lasts endlessly, just like their work which never ceases to exist. Workwear, which today is often seen purely as a fashion item, has long been a uniform of protection for countless heroes. Because this type of clothing must be made to the highest standards, many rejected uniforms are left behind,  and Underconstruction gives them a new life. In this brand book, we show how the brand Underconstruction was created and share the choices we made. Mick Keus has been tailoring vintage Levi’s jeans for years, reaching a niche audience: adults in Amsterdam who appreciate the perfect fit. But as the supply of vintage Levi’s comes to an end, new opportunities and a new target group emerge. Here we saw space for a new sub-brand that appeals to this audience: the young life artists.