Create a cohesive premium workwear clothing collection for the French craft and reclaimed-material workshop brand “ALTER MATER”.

BRAND:
ALTER MATER is a French workshop specialized in the reuse, transformation and upcycling of existing materials, especially reclaimed wood, architectural elements, furniture components and materials recovered from construction and renovation projects.

The brand combines:

* craftsmanship
* woodworking
* material reuse
* industrial workshop culture
* contemporary design
* ecological responsibility
* traces, imperfections and history of materials

CORE VISUAL IDEA:
The garments should look like authentic workwear first and branded merchandise second.

The aesthetic should feel:

* rugged
* utilitarian
* understated
* contemporary
* workshop-oriented
* slightly industrial
* authentic
* tactile
* durable
* French craft / atelier culture

Avoid:

* generic corporate merchandise
* startup aesthetics
* overly clean minimalist fashion
* luxury fashion
* exaggerated eco clichés
* leaves, recycling arrows, trees or generic sustainability symbols
* excessive branding
* fake vintage graphics
* overly colorful designs
* streetwear hype aesthetics

COLOR PALETTE:
Primary:

* deep black
* natural / undyed ecru
* faded military / workshop khaki

Secondary accents:

* off-white
* very dark green
* raw wood tones
* aged grey

GRAPHIC LANG

AI-generated mockup

Create a cohesive premium workwear clothing collection for the French craft and reclaimed-material workshop brand “ALTER MATER”. BRAND: ALTER MATER is a French workshop specialized in the reuse, transformation and upcycling of existing materials, especially reclaimed wood, architectural elements, furniture components and materials recovered from construction and renovation projects. The brand combines: * craftsmanship * woodworking * material reuse * industrial workshop culture * contemporary design * ecological responsibility * traces, imperfections and history of materials CORE VISUAL IDEA: The garments should look like authentic workwear first and branded merchandise second. The aesthetic should feel: * rugged * utilitarian * understated * contemporary * workshop-oriented * slightly industrial * authentic * tactile * durable * French craft / atelier culture Avoid: * generic corporate merchandise * startup aesthetics * overly clean minimalist fashion * luxury fashion * exaggerated eco clichés * leaves, recycling arrows, trees or generic sustainability symbols * excessive branding * fake vintage graphics * overly colorful designs * streetwear hype aesthetics COLOR PALETTE: Primary: * deep black * natural / undyed ecru * faded military / workshop khaki Secondary accents: * off-white * very dark green * raw wood tones * aged grey GRAPHIC LANG

September 22, 2026

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