McClumsy approached the project looking to create a new merchandise collection that could feel fresh, locally connected, and visually distinct from the overly tourist-focused apparel commonly found throughout outdoor destinations and mountain towns.

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The goal was to design a cohesive set of products that captured the adventurous, laid-back personality of the brand while also reflecting the emotional connection people have to places like Thomas, Blackwater Falls, Dolly Sods, and Canaan Valley. The collection needed to feel playful and collectible while still maintaining a sense of authenticity tied to the outdoor culture surrounding the brand.

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At the same time, the project pushed beyond traditional merchandise graphics into full product development — allowing every detail, from embroidered patches to underbill hat patterns, to become part of the larger visual experience.

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The visual direction was heavily inspired by vintage surf and outdoor brands from the ’80s and ’90s, blending the energy of brands like Billabong, Patagonia, Volcom, and Ron Jon into something uniquely tied to the culture and landscapes of West Virginia.

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Discovery conversations revealed an especially interesting tension within the brand itself: the connection between mountain-town outdoor culture and the laid-back spirit of the Florida Keys, both of which influence founder Robby McClung’s identity and perspective. That contrast became a defining part of the creative direction, inspiring illustrations that merged beach-inspired warmth with rugged mountain environments.

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The final illustrations referenced local landmarks and outdoor spaces including Blackwater Falls, Dolly Sods Wilderness, Olson Tower, Canaan Valley, and the town of Thomas itself. Saturated earth tones and bright retro-inspired palettes helped reinforce the nostalgic outdoor aesthetic while still feeling grounded in nature.

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Typography for the collection was designed to feel angular, rocky, and energetic — reflecting the terrain and adventurous spirit behind the brand.

The project expanded into a fully connected merchandise illustration suite that included large-format shirt graphics, front pocket illustrations, custom trucker hat designs, patterns, and secondary marks developed for smaller applications like stickers and patches.

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One of the most exciting aspects of the process was the opportunity to move beyond illustration alone and into deeper product development. Every component of the hats was considered intentionally, from embroidered patches and mesh netting colors to custom underbill patterns that extended the storytelling throughout the entire product.

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A strong focus on color consistency and modular illustration systems helped the collection remain cohesive across multiple product types and colorways while still giving each piece its own personality.

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The final merchandise collection successfully captured the playful, adventurous spirit that defines McClumsy while creating products that felt elevated, collectible, and deeply tied to the region and culture surrounding the brand.

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One of the strongest aspects of the project was the consistency achieved across the entire product line. The illustrations, patterns, colors, and secondary graphics all worked together as part of one larger visual system while still allowing individual products to stand on their own.

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The project also marked a major milestone creatively, serving as one of my first opportunities to fully develop custom headwear products from concept through production-level details. Being able to shape everything from the illustration system to the smallest physical product elements made the collection feel especially rewarding to bring to life.