Scoville

In this solo project I created my own brand, Scoville and alongside it a full-fledged advertising campaign.

Problem: There is a gap in the market for elite winter performance gear that is both sustainable and enhances performance.

Insight: Heat acts as a nerve stimulator and can increase performance.

Target audience: 18–30-year-old elite or aspiring winter athletes who want performance gear that feels bold, technical, status-driven and environmentally friendly. They love the outdoors, hence they care about the fibres they put on their body.

SMP: Every athlete is looking for that last edge to be the best.

Creative idea: Taking something from the food world and introducing it to performance fashion. Using Pepper X - the world’s hottest pepper to replace polyster in high performance ski wear. In this, I took the active ingredient, capsaicin to use as a heat stimulating fibre. Instead of relying on ordinary synthetic insulation and polyester, Scoville uses Capsaicin Heat Technology™ to keep the body warm.