
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





