Fennel & Rye — Direction Studio Board 07 · Pale Harbour · SS27

Direction board · rev. 04

Pale Harbour

A spring line built from salt-bleached canvas, oxidised copper and the exact orange of a harbour buoy at four in the afternoon.

Assembled 12 March · 9 references · 4 material leads · Owner: M. Ferreira

Ref A-01

Buoy paint, chipped to three layers. Source of the vermilion.

Type lead

Aa Rg
DisplayIowan Old Style · 600
LabelMono · 10/1.0 · .16em
BodySystem UI · 14/1.6
VerdictApproved

Palette · locked

Four notes, no fifth

Vermilion carries every accent. Everything else recedes.

C0492F
2E5A54
D8A02B
E7E1D6

Ref A-02

Oxidised copper cleat, six winters old.

“Nothing in the collection should look newer than the dock it was photographed on.”
M. Ferreira · kickoff note, 3 Mar
Open question Do we keep the gold? It reads festive under warm light and we are not a festive brand. Test it on the canvas tote first.

Materials · shortlist

Four leads

  1. 12oz dry canvas — Porto mill, undyed, 6wk lead
  2. Waxed cotton — reproofed, matte finish only
  3. Recycled brass — hardware, unlacquered so it patinas
  4. Corozo nut — buttons, dyed in two tones

Ref A-03

Chalked hull number stencil — the source of our figure set.

Figures

18
pieces in the drop
Outerwear5
Knit6
Accessory7
Canvas · 12oz · undyed

Milestones

Route to sample

Direction sign-off
18 Mar
Material orders
26 Mar
First proto
14 May
Photo test
02 Jun
Line freeze
29 Jun

Board 07 supersedes Board 05. Board 06 was voided.

Voice

Plain, salted, unhurried

Copy runs short. We describe what a thing is made of before we describe how it feels. No superlatives, no season-of-the-soul language, no exclamation marks anywhere in the campaign.

Say: “Waxed cotton, reproofed by hand.” Don’t say: “A love letter to the sea.”