Genes Decoded: A Story Of Stripes
“The brand visuals and message have been influenced by the Genes logo stripes that chart cross-cultural communication and unique design philosophies.”
Meaning & Context
The Genes logo is an exercise in thoughtful design. Linear stripes present themselves asymmetrically but in perfect harmony, flanked by the name of the brand and its parent identity, Lecoanet Hemant. The logo stands out in a way that it hides within itself history, meaning and context.
Style, Movement, Energy
The three lines in the Genes logo are a window to the underlying brand value that Genes is about style, movement and energy. These words encapsulate a spirit that is deeply in personal expression. Dynamism is key here because the clothes capture just that - the essence of growth and free will.
Inclusion & Individuality
The lines weave a story of connection and dialogue between co-founders Didier and Hemant, representing their Parisian and Indo-German roots. They met as students at the prestigious fashion school of the Chambre Syndicale de la Couture in Paris in 1979. Bringing the essence of the Parisian savoir faire to meet Indian artisanship in 2000, Genes was born out of a vision for a lifestyle centered around inclusion and individuality.
Cross Cultural Philosophies
Over the years, the brand visuals and message have been influenced by the Genes logo stripes that chart cross-cultural communication and unique design philosophies. The clothes have also been infused with the same individuality that has led the brand to reinvent signature classics for an urban wardrobe.
For Spring Summer 23, A Summer Wonderland explores the many possibilities of the logo stripes. Ingeniously placed on crisp poplin shirts, paneled dresses, t-shirts and shorts- the logo gets a new lease of life. It becomes an integral part of the design process and witnesses many creative re-inventions.
Superimposed with the florals of the season, the lines punctuate and balance the motifs. Then a lilac dress plays canvas to minimize logo stripes printed in an all over repeat. They take on a completely different form in another artistic striped shirt for men- abstract and singular in its appeal.