Public Rec was born in Chicago with a simple mission: design pants that work for every part of a man’s day—from navigating the office, to grilling at a weekend BBQ, to tossing a ball with the kids. But as the brand looked to grow beyond its local roots, it became clear that function alone wasn’t enough. The story needed depth, purpose, and a bigger stage.

We started by looking at the broader context. Recent surveys show that one in four young men aged 15 to 34 report feeling lonely frequently. In a world where men are increasingly isolated, Public Rec had an opportunity to stand for something more than comfort and performance—it could foster connection. We reframed the brand around community, positioning versatility not just as physical ease, but as a facilitator of everyday moments that bring people together.

The Chicago backdrop provided the perfect canvas. We drew inspiration from the city’s culture of recreation: Wrigley Field signage, public parks, neighborhood basketball courts—places where connection happens naturally. These cues informed a visual identity that feels approachable, energetic, and rooted in real life. Typography, color, and imagery were all designed to reflect movement, inclusivity, and the cadence of everyday urban living.

Beyond the visuals, we translated this ethos into the product experience and communications. Every touchpoint—whether online, in-store, or through campaigns—reinforces the idea that Public Rec is not just clothing, but a partner in the moments that matter: gatherings with friends, family routines, and spontaneous adventures.

The result is a brand that moves as seamlessly as its customers do: versatile, welcoming, and unmistakably grounded in Chicago’s everyday life. Public Rec is now positioned to take its local legacy to a national stage, proving that clothing can do more than fit—it can bring people together.