Go Barefoot has a strong historic tradition of a company that is the last original and authentic Hawaiian Shirt brand. Current owner and president Craig Hara reached out to Antigeneric Studio to revitalize and maintain the legacy of the Hawaiian Shirt alive.

Antigeneric Studio was tasked with rebuilding an online store for Go Barefoot and developing and crafting a marketing strategy to accompany the brand’s efforts to revitalize a historic brand for the current time.

We wanted to use the colorful and historic patterns of their clothes made by contemporary Hawaiian artists as a part of their identity and a key signature in their visuals. We provided vintage Americana inspired typographic lockups to touch upon the heritage of the brand while updating it for the modern age.