Est. 1994
Selected work / 008← Index
Armitage
Retail — Menswear OutfittersDurban2018 to 2019
001 — Brief
Armitage was born from an appreciation for the luxury menswear experience of places like Savile Row, and a desire to bring that discernment to the local landscape. ITI worked intimately with the founder from concept through identity to final store design.
The key was reconciling a global sensibility with a local reality. Importing a concept would bring the quality but not the soul. The team defined what discerning menswear means in a South African context, drawing on cues like the Canis Africanis dog for the logo. Since opening in 2019 the store has become a respected fixture, drawing customers from across the province and beyond.
002 — Applied disciplines
Brand DNA, identity design, store design concept, launch campaign.
003 — Testimonial
"The exceptionally talented team were patient and considered, fully uncovering the concept and articulating my personality and the ethos behind the brand in the most authentic way. This led to the most fulfilling experience of living out my dream."
Neville Armitage. Founder.
