Create an urban clothing line as an extension of the Kia Soul ad campaign, aimed at fresh hipsters and the young-at-heart helping to shape the youthful brand image.

We wanted to infuse the clothing line with a certain level of sleekness without compromising its bold, urban flavour. The original eye catching graphics were created by talented artists who understood the model of successful street wear branding, and fashioned for people not afraid to stand out in a sea of vanilla.

Since the launch of Hamstar nine months ago, sales have been outstanding with over a thousand units sold with no brand-specific advertising. Hundreds of visitors hit the e-commerce site daily, with an average sale of $50. The Hamstar Facebook page has over 11,000 followers, including Soul Enthusiasts and Kia Dealerships across the nation, and the Twitter feed has approximately 80 followers, both of which are growing rapidly.