Locals is a design-led, locally made workwear brand. Locals aims to have a super simple supply chain by using cotton only, designing clothing to be repairable and taking back the garments at the end of their lifecycle. It aims to know everyone linked to the making of the clothing - literally having them made by Locals.

The founder of Locals wanted the identity to be the opposite of what exists in the workwear sector right now. For it to be fresh, slick, engaging, modern, smart, informed, hopeful and real. Human but not vulnerable, gritty but not too edgy, strong but not heroic and cool but not try hard. The result is bold, warm and human, an identity as simple and personable as Local’s supply chain.