Crafting the identity of an Active Functional Luxury brand

Lowys Studios began as a shared ambition to define a new standard in functional luxury — a fashion label where sport, culture, and design intersect. The project unfolded over more than a year, developing a brand that speaks not to trend cycles, but to long-term aesthetic and material values. With cycling as its foundation, the label aims to reframe performancewear through a design-led, culturally literate lens.

Our role encompassed brand strategy, identity design, custom typography, and narrative development. The concept was built around three pillars: Italian production, an intentionally anonymous creative network, and a balance between utility and expression. The identity needed to reflect all three — visually disciplined, culturally aware, and built for scale.