IAF Clothing

IAF, an acronym for If At First, is a local clothing company created to remind people to push through the hard times. At times a therapeutic exercise for it’s creator, IAF combines monochromatic graphics with tongue in cheek messaging about mental health and getting through the day.

Hazel developed a simple and bold visual identity, as well as number of designs. Short runs, an ever changing line up of designs and a decidedly DIY approach to business harkens back to band merchandise.