The Ervin Latimer brand brings together clothing, lifestyle products, and selected collaborations under one unified identity. Founded by award-winning designer Ervin Latimer, the brand builds on his established career in fashion, including his earlier work under the Latimmier label, which was featured in the Metropolitan Museum of Art’s Costume Institute exhibition Superfine: Tailoring Black Style in 2025.

The new sub-brand expands this foundation, bringing together Latimer’s collaboration projcts and new lifestyle brand under a single umbrella. It draws inspiration from everyday urban life, its details, and small moments of joy and oddness.

The visual identity is bold yet refined, combining graphic, hand-crafted elements with a clean, contemporary finish. It reflects an urban and culturally rooted perspective, while maintaining strong commercial relevance. The logo system adopts a softer, more approachable tone within the fashion space, while remaining timeless and credible. A distinctive wordmark is supported by three flexible symbols that can be used individually or in combination across different applications.

The brand imagery balances artistic expression with a commercial approach, highlighting craftsmanship while leaving space for playfulness and imagination.