Naming a brand feels like one of the most significant steps in building the brand's identity. My early thoughts felt like looking up at Mount Everest, the stress of climbing that paralyzing hurdle. I think I went back and forth for months, worrying and brainstorming different names. What will resonate with the audience? Does the name speak to who I am and the message I want to convey?
I wanted something that resonated deeply with who I am, what I love, and the vision I want to bring to life. The name I chose was "East of Eden Studios". This name captures all these elements in a way that feels both personal and timeless.
Let's begin with the past. I am a huge film lover and fanatic for the midcentury era (50's, 60's, 70s). I was first introduced to East of Eden from my admiration for the late actor James Dean, a cultural icon whose influence on cinema, style and much more still echoes today. James Dean starred in the film adaptation of the famous novel, East of Eden. This film marked his debut and became one of only three movies he starred in before his untimely death in 1955. There's something profound in the way Dean’s life was cut short, a reminder of full potential unrealized and dreams left unfinished. In a way, my brand seeks to honour that spirit: a tribute to his legacy and the classic, effortless style that era brought.
But East of Eden doesn’t just allude to a piece of film history. The film itself was adapted from John Steinbeck’s novel which was inspired by the biblical story of Cain and Abel, a tale rooted in rivalry, identity, and the search for meaning. The name also draws on the Garden of Eden, an iconic symbol of paradise. To be “east” of Eden carries a certain tension: a sense of longing, of striving toward an ideal that always feels slightly out of reach. In that way, "East" represents where we all find ourselves—somewhere along the journey, not yet at the destination. That space between who we are and who we hope to become mirrors the ethos of the brand, which aims to create timeless yet evolving pieces that blend vintage influences with contemporary style.
I also love the connection to the idea of place; a concept that runs through much of sports culture. Sports teams are almost always tied to a location, whether it’s the New York Yankees or a University of _______’s athletics program. "East of Eden" functions similarly, giving a sense of belonging, history, and roots. In this case, East of Eden represents a symbolic home, a creative space where art and athleticism intersect.
The word "Studios" was chosen because it evokes the idea of creativity and craftsmanship. It's not just a label, it’s a reflection of where I came from. A place steeped in artistic exploration, where ideas and design are continuously created. Just as an art studio is a space for creation and exploration, East of Eden Studios is a place where the passion for sport and fashion converges, with each product telling its own story.
Finally, there’s a personal tie woven into this name. My last name connects back to "Eden" itself, grounding this brand in my own identity while also allowing it to grow into something bigger than myself. It’s both a tribute to my roots and a representation of everything this brand stands for: creativity, timeless style, and the pursuit of something greater.
The journey of creating East of Eden Studios has been about blending history with personal narrative, bringing together the elegance of vintage fashion, the energy of sports, and the timelessness of art. In the end, the name East of Eden Studios represents more than just a brand, it embodies a story, a place, and a vision that is deeply personal yet universally understood.
