I love how your name ‘Negative’ communicates a “less is more” philosophy. Can you give us a little insight into that?

Thank you! Coming from a branding background (my career pre-Negative was spent at Wolff Olins consulting on brand development + strategy), I definitely believe in the value of a strong name. As Lauren and I were developing our collection, business plan and brand, we knew we were creating something different and (hopefully) disruptive in what had been a rather staid category. We wanted our name to communicate the core ethos of our brand – refined minimalism, editing back, a focus on the negative space. We also wanted something that stood out and stuck with you – just enough edge to be provocative. In a world of hyper girly, French, frilly, sometimes even silly names, Negative stands for a strong, no BS, independent point of view – clearly breaking away from the status quo.
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