By Fire

By Fire is a New York based indie t-shirt and tote company. They're straight-to-the-point just like city it hails from with a love of rock n' roll that's reflected in the attitude of a no-nonsense mission statement, gritty black and white photography, and direct design.

LOGO

The logo is an abstract take on a singular flame. It's one that ignites ideas, warms your heart, burns the old, and illuminates what lies ahead. It's a reminder to live by fire.

BRANDING / SITE

Pairing clean aesthetics with street-inspired photography By Fire presents itself with fashionable grit. No wonder teaming up with the Lower East Side's boutique and tattoo shop Grit n' Glory made sense. Having no built-in ecomm the shop links out to Grit n' Glory where items can be purchased exclusively through them (as well as their brick and mortar).

LOOK BOOK

Unable to hire the photographer I wanted I decided to shoot their products myself.

MOBILE

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