Our brief has been to bring elevated visual cohesion to the Sidekicks - Zoku’s term for a residents’ go-to person, personal assistant, cross-pollinator, connector and problem solver - by moving away from denim.
With a focus on tall and slender Nordic body shapes, the Sidekicks now wear slim chinos and a relaxed collarless shirt with concealed placket, finished off with a brushed cotton bomber jacket in a palette of tonal blues with silver hardware highlights.
Zoku are part of the rapid rise in aparthotels, optimally suited for people living and working in a city for a few days up to several months. This next generation of hotels offer the international travelling professional a home base with both a smart loft (private areas) and social spaces (communal areas) to work, sleep, play, meet and live in. Hence, creating a bespoke uniform that could fuse these worlds as astutely as the brand, has been our goal.
Zoku’s branding has been of particular focus for the client and therefore important to seamlessly feature within their uniform collection.
On the jacket, the ‘Z’ has been stitched graphically onto the patch pocket, and angular elements have been cleverly included on aspects like the cuffs.
The foundations for a European roll-out have been laid after the hugely successful launch of Zoku Amsterdam. The Dutch hospitality brand is now on the eve of debuting new properties in three of the world's most liveable cities - Copenhagen, Paris, and Vienna. The success of the uniform partnership has seen Studio 104 launch expanded collections for both the Copenhagen and Vienna sites, with Paris soon on the horizon.