Pass.by was a deeply personal project, born out of a multi year friendship that dates right back to our 199A retail days. So this one really mattered, we were invested in creating something special. Pass.by came about from the dual loves of the considered design language of Japanese fashion, and the founders own identity as an athlete.

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He aced it with the name. A relatable feeling for every runner, and a not so subtle message of moving past the competition, with speed. Hence we wanted to design something that also caught this feeling of movement. The Pass.by "human" came out of this, forward leaning, arms extended. Reaching for the next milestone. From the beginning of the project we lent our hands across everything: initial brand positioning, visual identity, early product design development, web / digital platform, and ongoing motion and art direction assets.