Overview
Sweat Rag is a New York–based vintage project exploring the raw, humid, overgrown side of menswear. With a focused on 1930s–70s workwear, military, and athletic pieces, the brand leans heavily on feeling and storytelling.
Objective
Launch a visual identity and digital presence that positions Sweat Rag as less of a resale shop and more as a curated lifestyle brand with storytelling at its core.
Approach
Built a cohesive aesthetic across photography, styling, and social presentation
Shot original editorial-style look books in Prospect Park and downtown NYC, blending film and digital formats
Created a visual system mixing product flatlays with cinematic lifestyle images, mimicking the cadence of an editorial campaign.
Impact
First drop sold through 65% of inventory in 48 hours (via Instagram DM and pop-up sales)
Average engagement rate of 12% across early posts (well above retail benchmark)
Built an initial community of collectors, stylists, and downtown NYC creatives
