CM® worked with STCKMN for the creation of 'THE BELT MAN' book. Initially designed to be sold commercially, only a small number of the books were produced to be used internally by the brand for presentations and promotional purposes for this moment in time. CM®ING SOON to global book stores...
Congratulations to STCKMN - nomination and finalist of the Scottish Design Awards 2021 for his work with CM®. Explore the CM®/STCKMN summary below, cross your fingers and tune in for the virtual ceremony on 15th of July.
One book, Ten years. The works of fashion brand Christian MacLeod.
Aged 16 years of age, a young Christian MacLeod dreamt of having a successful career as a pro golfer, little did he know that after only a year of competing professionally his career would be cut short as the result of injuries sustained from a car accident. Luckily for Christian, golfing wasn't his only talent, alongside his primary career he had begun the foundation of what would eventually become a global fashion brand, specialising in the design of belts and accessories.
Stckmn was tasked with designing a hardback coffee-table book to mark the achievements of the brand's decade-long journey. The concept behind the design was to create a cover that celebrated the iconic flagship product (the CM buckle and leather strap) and to be reflective in style of a personal journal or diary. To achieve this a 1:2.5 scale belt was produced and integrated into each cover, acting not only as a clasp, reminiscent of those on lockable diaries but on removal it could be worn as a 'wrist belt' by the reader.
The outside cover was bound in a black faux leather material to mirror that of the belts with the text and title debossed to appear subdued and hidden only revealed when viewed from a certain angle.
Internally, the book visually documents the product collections, campaigns, and brand collaborations through carefully curated photography. Accompanying the visuals are short, digestible narratives from Christian in a 'diary' style format that share his story and experiences using graphical type.