FIV5PM is a denim brand in China. Focusing on young professionals who have regular 9-5 daily routine but don't want to stick to the same lifestyle, FIV5PM divides its two symbolic styles: business casual and off limit outfits and by using the iconic 5pm off hour as name and also as the click to your outfit change. URBANEVE serves as the brand and concept co-founder and design director since day 1 and helped the business to be one of the fastest growing fashion businesses in Henan, China. With more than 1 billion people in that Province, FIV5PM has tremendous potential and has already been opening its 16th stores in 3 years, with a lot more to come.
LOGO / IDENTITY
Location: Colony Square & Philips Arena, Atlanta, GA / Photographer: Tao Lin / Art Director: Skye Lin / Model: Mathew
Location: Inman Skatepark & Krog Street Market, Atlanta, GA / Photographer: Tao Lin / Art Director: Skye Lin / Model: Jamier Boatman Harrell
5+ stands for the styles before 5PM in which focuses on elegance, comfort, and function. It is divided into 7 different personas to better symbolize their characteristics.
5- stands for the styling after 5PM that signifies freedom, character, and lifestyle. It is also as the 5+ divided into 7 different personas to detail the attributes.