PROJECT 17V Brand Story / Intention / Direction

PROJECT 17V was built from discipline, pressure, and purpose. As a PFC in the United States Army, my environment is structured, demanding, and mentally relentless. Every day is built on standards, uniformity, and resilience but within that structure, I found a deeper need for identity, expression, and legacy. This brand comes from that space between regulation and individuality where passion lives even under pressure. The intention behind PROJECT 17V is to merge military discipline with streetwear rebellion. It represents structure and freedom coexisting. The heavyweight fabrics, double-layer construction, stacked waistbands, and oversized silhouettes all symbolize armor not just physical, but mental. When someone wears PROJECT 17V, it should feel like putting on protection, confidence, and purpose. The audience is individuals who live with intensity athletes, soldiers, gym culture, creatives, and people chasing elevation in their lives. People who understand pain, growth, and transformation. This is not fast fashion it’s identity wear. Every piece is designed to feel earned, not just bought. Aesthetically, the brand direction blends gothic varsity typography, chenille patchwork, puff print textures, acid washes, and vintage distressing. The visuals pull from military grit, gym strength, and luxury streetwear structure. Neutral earth tones black, grey, tan, purple reflect both tactical influence and elevated fashion. Double hoods, stacked waistbands, and flared silhouettes push the look into a signature lane that feels heavy, intentional, and unmistakable. PROJECT 17V is more than clothing. It’s built from late nights after duty, sketching between responsibilities, and turning pressure into creativity. It’s proof that even within the most disciplined environments, passion can build something lasting. This brand is my transition from service to legacy from uniform to identity. Designed with intention. Built under pressure. Worn with purpose.

“Faith Built. Pain Forged.”