2019 // prototypes

Black long-sleeve shirt with white graphic design featuring the words 'DEVIL' and 'DETAIL', an arrow pointing to a square, and a fluttering arrow.
Black long sleeve shirt with large white letters spelling 'ATH' on the back.
Black long-sleeve shirt with white text reading 'Devil Details' and graphic symbols in the center.
Young woman with long blonde hair standing against a wooden wall, wearing a black sweatshirt with white graphic text and white shorts, looking at the camera with a serious expression.
A woman with blond hair wearing a black sweatshirt with white writing on the back and white shorts, standing against a wooden wall.

Inspired from “The devil is in the detail”, an idiom that refers to a catch or mysterious element hidden in the details, meaning that something might seem simple at a first look but will take more time and effort to complete than expected.

The first arrow is pointing to the square which maybe sarcastically supposed to be the “detail” but is just a simple square or is it? The second arrow is pointing to the devil which is or is supposed to be inside the “detail” or just a square and is nowhere to be found or seen or is it? It might be implying that it has escaped or could be the person that is wearing it?

“ATH” on the back is a wordplay since both of the words on the front “devil” and “detail” starts with a “de”.

A black background with white handwritten text and drawings. At the top, it says "next is" with an arrow pointing downward. Below, there is a rectangle labeled "dev" with some additional scribbles inside. At the bottom, a small smiling face is drawn.
Line drawing of a pyramid and a platform on a black background.
A black background with a white outlined pyramid and the words 'LOVE' written in red in the middle of the pyramid.
A black jacket and a black bag with white logos on a wooden surface.
Clothing label with a logo and text reading 'LUKA MILLION, MADE IN GEORGIA, 100% COTTON' inside a black garment.
Outline of a Japanese kanji "Sen" with an exponent 2 in the upper right corner, all in white on a black background.

The Kanji character “千” represents a thousand. 

“千²” signifies a thousand squared—equivalent to a million.

The “²” also nods to the brand’s experimental phase, reflecting our journey from innovation.

White line drawing of a small table with two drawers on a black background, numbered 3 in white in the top right corner.
Abstract colorful drawing of a person playing a wind instrument.
The phrase 'Luka Million' in stylized gray text on a white background.
Stylized text reading 'I uka M u i n' in blue shades on a white background.
The word 'ATH' written in bold white letters on a black background.
White handwritten words 'DEVIL' and 'DETAILS' with arrows pointing to a central square on black background, illustrating focus on details.
Light diagram of a human figure with a cat face on the head, radiating lines around, on a black background.
Outline of a human figure with a fox head, surrounded by question marks and exclamation points.
A simple white stick figure with cat ears on a black background.
A digital drawing of a person outlined with dashed white lines on a black background, with a head represented by a circle and cat ears above it.

Inspired by Maslow’s pyramid of hierarchy, the pyramid is missing the middle part which is Love, it can be implied that self-actualization can be achieved without it and there is no need for it.