For Rowdy Magazine’s first major merchandise release, we wanted to develop a concept that would establish our staff’s mentality towards journalism, fashion, and the world as young creators.

The care-free person is a portrait painted by mainstream media as the most peaceful way to live, though it is often qualities of selfishness and ignorance that dominate that lifestyle. 

Our intention was to build a concept and campaign that would give back, educate, and redefine empathy and community for a generation that is feeling increasingly isolated.