“Nobody’s built like you. You design yourself” – JAY-Z

Although the casuals collection takes a lot of inspiration from terrace culture attached to Lyle & Scott’s name, the design element had a massive influence from ‘The Blueprint’ album from Brooklyn rapper and hip-hop legend Jay-Z. The concept focuses on really stripping down to the basics and the fundamentals of simplistic design and looking at it as more of a plan or a road map, a “Blueprint” if you will. With the placement of minimalistic, thin line-work and small intricate letters and numbers, it really allows the work to speak for itself and create an aesthetic.

The graphics were also created to appear as a carousal set of images for an Instagram post. The aesthetic captures a sense of robotic, factory-like feel as if it were created by a higher being and is a part of some kind of grand design – These were later turned in to small animated GIFS which would showcase the little letters flickering between little X symbols as well as the numerals of the degree as the line-work grows. Ben Coppin was not alone in developing and bringing this concept to life, with the help of friends and fellow designers Elliot Lineham and Denzel Osammor.