Brought on by boutique agency Kingsland, Therum led the creation of Mode of One from concept to completion. We were tasked with naming the brand, developing its visual and cultural DNA, and delivering a design system that blended French baroque references, contemporary streetwear, and organic hand-drawn forms. While Kingsland shaped the strategic framework, we drove the creative — designing pitch decks, directing all identity and art direction, and producing in-store display concepts, hang tags, packaging, and apparel recommendations. This project showcases how Therum operates as a true agency collaborator, bridging strategy and execution to bring new brands to life.
Mode of One
A major retailer and boutique agency partnered with us to launch a new menswear brand from the ground up. From name to identity to retail experience, we helped craft every detail of Mode of One’s debut.
Task
Build a private label fashion brand from scratch for Macy’s, defining its name, visual identity, and retail presence.
We created a new fashion brand for Macy’s from the ground up. From name and identity to in-store experience and product vision, Therum partnered with Kingsland to craft Mode of One as a bold, style-forward label built to resonate across generations.
We began by digging deep into the menswear landscape, studying competitors, analyzing price points, naming conventions, and dissecting what worked and what didn’t in the fast fashion space. With Macy’s goal of capturing a more design-forward, street-influenced audience in mind, we grounded our exploration in the aesthetics of global fashion retailers like Zara and H&M, but aimed to create something with more identity and edge.
We pulled references from design platforms, streetwear archives, fashion editorials, Pinterest boards, and niche moodboards to establish a set of visual parameters. A key part of our approach was balancing modern and contemporary, playing with scale, type, pattern, and color to evoke something fresh yet timeless.
From there, we carved out four distinct creative directions, each rooted in strategy and visuals that explored different tones, palettes, and design languages. Through a collaborative pitch process with Kingsland and Macy’s teams, we honed in on the strongest route, which ultimately informed the identity, storytelling, and in-store experience of the Mode of One brand.
A full suite of brand assets crafted for clarity, cohesion, and shelf appeal across retail touchpoints:
Brand naming and identity system
Art direction and visual language
Apparel accents including hang tags and packaging concepts
In-store display treatments for retail rollout
Pitch and presentation decks for internal and client review
Mode of One officially launched in September 2024 as Macy’s newest contemporary menswear label, available in stores and online. Designed to fill the gap between accessible streetwear and elevated basics, the brand debuted with over 140 pieces and pricing aimed at the everyday style-conscious shopper. Its aesthetic focus—subtle, fashion-forward, and culturally aware—reflects the direction Therum helped define from day one.
The launch campaign was backed by a strategic mix of celebrity and community-facing talent, including New York Knicks players Jalen Brunson and Josh Hart, as well as cultural figures like VicBlends and chef Kwame Onwuachi. This blend of athletes and tastemakers helped Mode of One land with credibility and energy, reinforcing the brand’s street-to-shelf positioning. The rollout also included a mix of digital, retail, and press activations that extended the brand’s visibility across touchpoints.
Our work with Kingsland and Macy’s laid the creative and strategic foundation for the brand—name, identity, visual system, packaging, in-store experience, and product direction. Everything we built was designed to scale, adapt, and set the tone for what Mode of One could become within Macy’s portfolio and the wider market.
