A rebrand video for Toronto fashion brand “Fraying Seams,”
Formally known as “Target Practice.”
Fraying Seams was originally founded in 2018 by designer
by Zach Lau. In the early years of the brand, they mainly focused on producing intricate handmade garments using denim. These pieces would usually consist of jeans, jackets and accessories, that were all designed in his vision to reflect the current generation of youth culture.
However, as the years progressed Zach found himself detached from his brand’s identity, and wanting to venture in a new mature direction.
This video was made to document the current state of mind of Zach and
the evolution of his brand.