© 2024


© 2024



Karim Kadi is a multi-disciplinary creative who focuses on visual identity. His work consists of concepting and generating innovative new ideas for brands and can be seen across digital design and campaign art direction.

Notable highlights include, being awarded a D&AD Yellow Pencil and featured in publications such as Elle, Esquire, Dazed and Vogue.com.

Based in London, UK

Fundamental T

Some things withstand the test of time. This t-shirt is one of them.


Greatest of all tees.

The t-shirt’s versatility has a great deal to do with its ability to outlast trends; it’s the only piece of clothing that can be worn for any occasion. Our concept draws from the idea of timelessness—both in style and product benefits—celebrating one perfect t-shirt that is simultaneously simple and special.

Visual Identity
Visually reinforcing the technical innovation by using a type treatment that has a classic yet minimal digital aesthetic. This connects to timelessness and also gives the guest an immediate visual cue to the hidden technology of the shirt.

Sr. Art Director: Cesar Banares
Art Director / Sr. Designer: Karim Kadi
Sr. Copy Writer: Kat Hertz
Stylist: Courtney Cho +  Caitlin Sheehan
Producer: Robyn Farnham
Photographer: Fahim Kassam
Motion Designer: John Flores