Work

Own concept

Double Notch

A New York label that could drop tomorrow, without the skyline, the taxi or a varsity “NYC”. The answer was on West 38th Street, in the private vocabulary of the people who still cut and sew in the Garment District.

Year
2026
Disciplines
Branding, Product, Art direction
Role
Strategy, naming, logotype, identity system, product design and art direction
Deliverables
Full identity and Drop 001: hoodie, tee, cap, bandana, trims, bag and a 7" record
Location
Garment District, New York
Double Notch logo over a Garment District street in New York at night

The insight

Every pattern piece carries small triangular cuts so sewers know how pieces meet. A single notch marks the front; a double notch marks the back.

Double Notch is the brand for the people who have your back: the cutters, the pushers, the night shift.

Double Notch stacked logotype
A drawn logotype: two 6 × 6 cuts in the top bar of the O.
Double Notch logotype construction grid
A 14-unit module, quarter-circle corners and every edge on the grid.
Double Notch logotype versions
Positive, negative, one color and clear space.

Palette and proportion of use

Deep olive#2F332250 %

Bone#E8DFC830 %

Leather#7A4E2D10 %

Chalk mustard#C79A3B5 %

Charcoal#1717125 %

Double Notch typography
Lora carries the voice, like the sleeve notes on a 1960s jazz record; Inter carries sizes, lots and prices.
Double Notch cutting-marker pattern
The pattern is a cutting marker, drawn as a repeat.

Drop 001

Eight pieces where the graphic shows up when you walk away. The hoodie carries its own pattern printed on the back; the tee, its full cutting marker. "Buy a T-shirt, wear the plan of the T-shirt."

The collectible is a one-sided 7" lathe-cut record, side B only, numbered 001 to 250: the brand idea turned into an object.

Olive Back Piece Hoodie on a cutting table
Back Piece Hoodie: quiet in front.
Marker Tee seen from the back in a workshop
Marker Tee: wear the plan.
Leather-brown Cutter’s Six-Panel
Cutter’s Six-Panel with the embroidered icon.
Hangtag with a signed lot ticket
Every piece leaves as a signed lot.
Back Room bag with the die-cut double notch
The notch is cut, not printed.
Back Piece Sessions 7-inch record
A record with no side A.
Person wearing the Double Notch hoodie walking down West 38th Street at night
The graphic shows up when you walk away.

Credits

Strategy, naming, logotype, identity system, product design and art direction: Alexander Caro.

Concept project: Double Notch is a fictional brand, not affiliated with any real company, person or organization. Base mockup photography was generated with AI; the logo, graphics and brand system are my own design.

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