SAS's goal to target a younger, more diverse crowd was closely aligned with its newly implemented brand. Their debut high-line was ghost designed taking inspiration from contemporaneous counterparts as well as the palettes, cuts and mise en scene of the brand's original apparel. All graphic communications were engineered to preserve its long history in adventure sport and connection to nature. This branding was seamlessly integrated into all major channels including: web, video, digital, and social. The new line was sold to exclusive retailers through the APAC region- enjoying a grand success and new found respect as a contender in Asia's competitive streetwear market.