Sometimes. For Brakeless.

A few months back I developed a logo and revised the branding for Brakeless – a Montreal-based lifestyle boutique specializing in fixed-gear bikes, streetwear and accessories. You can see the branding here.

Track forward a few months and my friend Paul and I have been deep in discussion about why great projects get passed on, the inevitable choice(s) between paying work vs. creative freedom, and why it’s important to get behind the projects that you feel most strongly about.

The end result is Sometimes. It’s the arena where we will take the ideas we want to see out there and make them happen. On our terms, without exception. The first project is a collection of t-shirts for Brakeless. They are a tribute to Sylvester, the shop and to our love of cycling… among other things.

More soon.