“It’s about you. If you win, it’s you; if you lose, it’s you. Black and white. Nowhere to hide.”
Greg Rusedski

Last year I sat down with Rob (our content manager [the dude taking a picture on the left of the above image]). He had been with the company for just 3 months at that stage so we were reviewing his (awesome) performance and how his career and life was shaping up in the land of stolen goat. After barraging him with an uncomfortable amount of praise we started reviewing our clothing range as a whole.

What I have found personally through my working life is that groups (especially businesses) tend to look to the most senior members for insight and wisdom. That’s fine but comes with the “baggage of experience”. As flawed human folk we tend to look at what has worked and hasn’t worked in the past and move forward in a slightly blinkered manner sometimes. So for me it’s vital to get insight from new starters as they have fresh eyes and have no historical baggage.

Rob has the added benefit of being a sharp, stylish individual with an eye for design. So we got to chatting about the range and agreed that we adore creating adventurous designs and graphics. It’s part of our culture and that will never change, we’re extremely proud that we offer such a vibrant range for both men & women. But sometimes, just sometimes that extra bit of stealth is a really great thing….



So we decided to create a sub-brand called KURO (Japanese for black), we wanted it to satisfy the following design constraints:

  • Minimal stolen goat branding
  • use of only black and/or white
  • top of the range products as a base
  • sharp, stealthy lines
  • have a presence of it’s own whilst still having a stolen goat feel about it.

So Rob and Trevor (our in house caffeine fuelled design genius) put their creative heads together and something beautiful has been born. We love the idea that there is a dark side and a light side for much of the range. In fact we even created a special Haiku for each side…