BRANDING / FILMAKING
Pavements
YEAR
2025
Client (school project)
Workshop
VALENTIN BLANCHARD / wasted paris
Service
Brand strategy
Visual Identity
packaging
FILMAKING
3D MODEL
Colophon
Alexia Kholer
manuela garcia
lena schohn
BRIEF/
Tasked with creating a new streetwear brand in collaboration with Wasted Paris, the aim was to build a strong visual identity and flagship product that reflects street culture, music subcultures, and ’90s–’00s influences. The brand celebrates creativity and individuality, designed for trend-conscious, urban audiences who value originality, personality, and authenticity.
“We’ll raise from the south.”
Pavement is a streetwear brand rooted in the UK underground scene, drawing on Britpop and youth subcultures. Its identity combines rebellious spirit with a strong visual language, reflecting industrial urban landscapes and countercultural heritage. The 2024 Z2.CT balaclava transforms from a hat into a cagoule, merging British workwear aesthetics with technical functionality. Pavement celebrates freedom, community, and the expressive energy of a generation.
