Overview
The founders came to us with garments and no name. What they had instead was a position: streetwear had become costume, styled on rooftops and shot like sneaker ads, and their clothes were meant for the parts of the week nobody photographs.
Solution
The name came first. NeoYokoto is an invented place, a district that does not exist, which let the brand build its own mythology instead of borrowing Tokyo's. The wordmark is hand-drawn in marker, kept deliberately uneven, with a small stick figure glyph that works alone as the label's shorthand on tabs, zip pulls, and embroidery.
Process
Weeks one and two were naming: 68 candidates, three rounds, trademark screening on the final four. Weeks three to five were the mark itself. We drew roughly 200 wordmark passes by hand, scanned the best 14, and stress-tested them at print scale on actual blanks before choosing.
Final Thoughts
The first drop sold out its hoodie run in eleven days, and the stick figure has already been tattooed on two customers, which is not a metric we planned for but is the only one the founders quote.
