While They Last
Get them whilst they’re still available
Overview
WHILE is a streetwear brand from the Netherlands for those who are always moving forward. The brand is all about timing, energy and the realisation that every moment is fleeting. Each item is released in carefully curated, limited-edition drops and is never restocked. No restocks, no repeats, no second chances.
Inspired by the raw mentality of skate and racing culture, WHILE translates speed, freedom and progression into timeless streetwear. Designed for creative minds who follow their own path, dare to take risks and see style as a form of expression. WHILE is for those who understand that standing still is not an option and that you have to seize what’s there, whilst it’s there.
Services
- Art direction
- Branding
- Marketing
Deliverables
- Visual identity
- Product design
- Promotional material
- Client
- While They Last
- Year
- 2022
- My role
- Lead Art Director
Visual identity
WHILE’s visual identity is deliberately minimalist and powerful. Black and bright orange create a striking contrast that symbolises energy, urgency and movement. It serves as a reminder that time never stands still and that every moment matters.
The logo consists of a W and an hourglass, in which the shape of butterfly wings can also be recognised. The hourglass symbolises time and transience: every moment is fleeting and every opportunity may pass us by. The butterfly wings refer to the butterfly effect: the idea that a small action or choice can have major consequences. Together with the W, this emphasises WHILE’s philosophy: keep moving, dare to take risks and realise that even a small action, at the right moment, can make all the difference.