Words: Lara Pacillo // Photos: Chelsea Johnson
For Logan Weckert, Two Nine Seven is the convergence of two passions: graphic design and clothing. It’s also an expression of his creative journey where, at the time of the brand’s launch and the release of its first collection, Two Nine Seven pays tribute to the past while paving the way for the future.
“My first collection showcases earlier, imperfect, or simplistic designs. Despite their imperfections, or maybe because of them, I felt the need to share them with the public to show and share where I first started,” Logan says. “I’ve changed so much since I designed that first collection, but they set the tone and aesthetic for releases ahead.”
As a freelance graphic designer, Logan creates event posters and designs/logos for brands in the music industry. Collaborating with Glenn October of the record store/barber shop Closer Closer Closer has introduced him to extensive connections and work, including designing for clients in the fashion industry.
Two Nine Seven allows Logan to translate his skills and personal vision while indulging in his lifelong passion for clothing.
“At the moment, I’m designing and producing stuff that I personally enjoy and would wear, hoping that others do too. For now, it’s a way for me to express myself through garments. The numbers — two, nine, and seven — come from random things that were important to me in my childhood and have ultimately shaped the person I am today.”
His debut 8-piece collection is a mix of tees, hoodies, crewnecks, and caps, all reflecting the versatility of the brand’s name through a combination of numbers and words. These pieces represent Logan’s unique interpretation of designs that inspire him.
“My design style is heavily reference-based, which I understand some people might not notice or appreciate. Some of my favourite streetwear pieces in the past are heavily reference-based, and I love how these larger brands put their spin on well-known designs and logos.”
Logan gives a heap of credit to photographer Chelsea Johnson for helping bring his vision to life. Her talent in capturing a nostalgic 90’s/early 2000’s aesthetic complements the energy that Logan conveys through his designs, elevating the brand.
For clothing blanks, Logan has chosen to work with Los Angeles Apparel, a brand that aligns with his values in quality, style and ethics. He also collaborates with a screen printer in California who has previously referred clients to him, which has been “a full circle moment”. While creating the brand hasn’t been a straightforward road, seeing the vision come to life with support from those around him has been fulfilling.
“After the first couple of challenges, I’m not too sure why I stuck with it because I was super defeated, but it’s all been worth it now after the support I’ve received early on. I’m sure there’ll be plenty more challenges, but it wouldn’t feel as rewarding without them.”
Two Nine Seven held a launch party in early May at CBD’s Curated, the sole brick-and-mortar store stocking the collection, which is also available online. Curated proves to be a hub for emerging young talent, stocking local brands and offering services such as screen-printing, studio space rentals, and event hosting.
“It’s really amazing to have that space in the city. Brands of any size can be assisted in a bunch of ways to help with the production of garments, as well as photoshoots,” Logan says.
“It’s so sick to see customers who have no idea about you or your brand go up and look and/or purchase something you’ve made. I’m very lucky to be blessed with that opportunity.”
More experimentation lies ahead for Two Nine Seven in terms of both design and garment production. Logan doesn’t want to be solely known as a “t-shirt and hoodie brand,” but understands the importance of getting those items right initially for both success and longevity.
“So next, I have knits releasing, which I’m super excited about. I feel like they’re the perfect pieces for winter, as they can be dressed up or down, and the colour options I’ve offered provide something for everyone. I’ll definitely be recycling some designs, but the main goal is to have something new every time you see me releasing garments.”
Just like his designs and creative journey, it’s about recognising the processes of change and seeing where the transformation takes him.
Two Nine Seven: Available online and at Curated, shop 213, level 2 Myer Centre, 14 – 38 Rundle Mall, Adelaide
