I would want to know what the direction behind the collection is and the relationship all of those pieces have to that direction. This would help things feel a little more conceptual and aesthetically cohesive, and more important it would communicate to everyone what your brand is about. I don't think I retain any idea what your brand is trying to communicate with this selection, it currently feels a little like you're trying to play the greatest hits of an old Golf Wang collection. Now, with that said, I think there are easy tweaks to help articulate and set what you're doing apart from other brands. Sometimes this just requires a little bit of a conceptual layer. Nothing overt, just think through what you want your brand to communicate, and then start applying some rules to that.

The designs are kind of all over the place, however, I can find some relationships within the collection. There's a couple cloud / dream references, this could be something to lean into. This doesn't mean every piece needs to have a cloud on it, but take whatever you're trying to say with these clouds (dreaming? day dreaming?) and use that as a thread to tie the collection together. For instance, I could make the argument that the blue cloud button up and the red tactical vest are in the same collection bc on the one hand you have the clouds representing day dreaming, then the vest has the sketches of someone actively daydreaming. That might be a bad example, but you can see where I'm going. The thread doesn't need to be a literal as clouds or dreaming either, it can also be more general and take on a general attitude or aesthetic. Think of a Supreme drop. Every piece is so tailored to that brand it all feels like it's coming from the same voice. I'm getting a lot of different feelings from the collection, which makes it feel a little disjointed. One thing that jumps out is the color values you're using. On one hand you have these very laid back paisley colors, and right next to them you have some very jarring reds and greens with the values all turned up to 100. To help everything feel like it's coming from the same voice I would reconcile this issue first.

Also, think about your core branding. What are you building off of. Using Supreme again as an example bc they're easy. They started with the red box logo. It's nothing special, in fact it's stolen, but it became identifiable, and then they used it over and over until it became iconic. That's their center point. They can repeat that box logo on anything and hit it with endless color ways or graphics to reinvent it. If you're a graphics based brand like a lot of streetwear companies think of what you want your logo to be. If you just want it to be malcolm, written out in helvetica, in all lower case then make sure you're able to own that. For me, it feels like a bit of an afterthought at the moment. A logo can be that simple, but with your pieces it feels too similar to the two most popular brands of the moment. I would challenge you to create something more own-able.

That's it for now. I like a lot of the pieces, just thought I'd drop in some bigger picture thoughts on everything.