Jack of all product marketer, brand activist and hype artist, with a hyper concentration in brand partnerships.
Storelli acquired and altered a fabric property that keeps us from looking sweaty from the inside out. Nothing to do with soccer.
I controlled the creation of the brand, first as an ingredient and then overtime as a consumer direct brand.
The brief was airtight throughout— take the shame out of sweating and put the onus our shirts to be better. We named it Neat to give it some soul, married to a soft and encouraging, but noticeably technical visual language and voice.
neatapparel.com, neat1sweat0
The manifesto
We look at sweat as a sign of progress.
You don't have to play a sport to feel proud about it.
It just means you're on it. After it.
The problem is the way our clothes respond to sweat. It gets ugly fast.
We want to take the shame out of sweating and put the onus our shirts to be better.
It’s normal to sweat as we move about our lives. The clothes we wear just need to keep up.
The voice
Sweat without a trace.
Trusted to keep sweat hidden
RIP sweat-marks.
Never let them see your shirt sweat
Like every tee you’ve ever owned, but hides sweat marks.
Reliable down to the last drop
Think, windshield wipers for t-shirts
Nothing but neat.
Sweat bullets:
👀 Stops sweat from showing
🌵 Speeds up drying times
😅 Reduces stickiness Irons-out wrinkles
🚫Stain and water resistant
Neat™ is a patented blend of fabric that protects you from looking sweaty from the inside out.
The fabric casts sweat through a maze-like system and away from the body- speeding up dry times, reducing stickiness and best of all, prevents sweat from escaping to the outside. Like magic.