ASOFRIGHT NOW


Defining, growing, & maintaining brands.
Based in Los Angeles.

Selected Work

Market Studios
East Pacific Trade
Huf
RSQ Skate
Alpinestars
Us Versus Them / Stussy
Over The Influence
Lumineaux Health
Dark Seas / Loser Machine
Fifteen52
Various

About

Contact

HUF

2016-2018  -  Creative Direction / Apparel Design + Development / Art Direction

The seminal skate / street brand, founded by Keith Hufnagel in 2002, grew from a carefully curated boutique in SF’s Tenderloin District, to a worldwide phenomenon, now boasting 26 retail locations. Over the past two decades, the brand has led the skate world with its top tier team, dynamic collaborations with musicians and artists, and an authentic cultural perspective.

Over the course of nearly three years, As of Right Now contributed to the creative direction, apparel design, art direction, marketing and merchandising strategy as part of a collaborative creative and product team, collectively playing a pivotal role in achieving a significant stabilization of business, an increase in sales and overall growth. Design and development expertise was provided across various product categories, including outerwear, knits, wovens, headwear, accessories, illustration, graphics, fabric, and trim.




These two jackets featured a proprietary winter camouflage pattern was fully illustrated with the intent of juxtaposing vintage nature paintings with the modern "Realtree" style of photoshopped hunting camouflage. The Avalanche Jacket, above, was a nod to eighties-era Bauer Down outerwear, while the Standard jacket below was a modern 3L lightweight shell. 





“I highly recommend Graham. He has great literacy in every major facet of the design and manufacturing of apparel and very knowledgable of current fashion trends and the changing retail landscape. I've worked with Graham closely over the years and am confident in his capabilities as a graphic designer/ illustrator, but also in his competency as a cut & sew designer as well. He works great on a team, but was also able to own the creative direction on projects from start to finish when asked of him. Not only a very talented individual, most importantly, Graham has great values on a personal level and was always a pleasure to work and collaborate with.”

Romeo Tanghal - Creative Director, Huf

Being born out of a cross section of underground cultures, we pulled references from disparate worlds, which makes context - and a bit of irreverence - immensely important when trying to craft cohesive brand personality.



From Baz Luhrmann‘s Romeo and Juliet, to vintage zodiac calendars, to oilcloth patterns found in Tijuana restaraunts, each shirt pattern had a story behind it that supported a seasonal theme.


The explosive influence that Huf’s Plantlife socks had on youth culture in the 2010’s can still be felt today.  Weed culture played heavily in the brand story and as such, we explored many different avenues - high and low - to incorporate it into the line.  Both the elegant illustration and the custom weave pattern below were completely engineered from scratch.


Seasonal Art Direction

Team:

Creative Direction: Romeo Tanghal, Graham Nystrom
Illustration / Graphic Design: Graham Nystrom
Art Direction: Graham Nystrom
Apparel Design: Graham Nystrom & Nao Nogata