Ideologie
by Hasan Piker
Hasan Piker — leftist pundit, gamer, and one of the internet's most popular streamers — notoriously shied from merchandising his name and image for years. As an advocate for progressive causes including aggressive taxes on wealth, Hasan has long heard criticism of hypocrisy surrounding his significant earnings from Twitch.
With millions of viewers ready to rage-tweet at his slightest misstep, Hasan had fostered a natural reluctance to monetize his audience beyond subscriptions and donations to his stream.
Over months of pitching, negotiation, and collaboration, we developed a concept for an apparel brand that would practice the same politics Hasan often preached; sourcing only domestic and union-made garments in addition to donating a portion of proceeds to charitable causes.
I led nearly every aspect of our pitch, the brand's development, and its subsequent launch; making the initial outreach to Hasan, conducting explorations around names and logos, and copywriting and designing brand materials in collaboration with our creative team.
Incorporating Hasan's feedback through rounds of iteration, we landed on a final look-feel for the brand in addition to an initial collection of garments and a functioning ecommerce site. The week of Ideologie's launch necessitated buying out the entire national supply of union-made blanks in order to keep up with demand; transacting over eight figures in sales revenue and donating upwards of $250,000 dollars to strike funds,