The Tee Bloc started with two childhood friends from Ludhiana, an ocean between them, and a shared obsession with hip-hop and streetwear. Chanan built the identity, art direction and storefront that carry that story onto the product and the page.

Launching a streetwear label into a saturated market where the garment is the easy part and the story is what people actually buy into.

Quiet confidence over loud branding. Restrained type, honest product photography and a tone that reads as a community rather than a catalogue — built around the brand’s own line, ‘Bloc to the World.’

We treated the name as the brief: ‘Tee’ as the timeless essential and ‘Bloc’ as the community around it, so the identity works on a woven label and a storefront banner alike.

A storefront built around fast product pages and clean size and care guidance, with the imagery given room to carry the weight rather than competing with UI.

A brand system that scales from a single drop to a full range, and a storefront the founders can run themselves.