brand

the pax is peace brand

how pax is peace looks, sounds and names things, and what is underneath it. a reference for anyone designing, writing or talking about pax is peace.

jump to the media kit

the fox hand-embroidered in orange thread on the back pocket of undyed linen, white chest, sitting and looking left.

where it began

the fox came first

the first thing i ever made by hand, in 3rd or 4th grade, was a fox for a pillow i never finished. years later he is stitched onto one of the first garments i made that felt completely like my style.

a mark with a provenance: made before i knew what a brand was, which is why it reads as honest.
finishing what you started: the unfinished pillow became a finished pair of shorts.
hand first: hand embroidery, hand basting, raw edges: what a hand can do.

the name

pax is peace

pax is my name and the latin for peace.

the name is a definition and a declaration at once, so it never needs a tagline.

always lowercase: never in capitals. capitals turn it into a chant.
fox outside, name inside: the fox alone on the garment. the name on the inside label and in print.

the fox mark

one fox at two distances

the stitched drawing is the primary mark, for clothing and all branding. its strokes are the stitch directions: on cloth it is the chart for the real embroidery. its stitch outline separates it, so it holds on flax and on dark grounds.

the smooth drawing is for digital and small sizes: the favicon, app icons, labels under 30 mm. it depends on its ground, so its chest and tail tip are bone, never pure white.

both drawings also come with a soot outline, for bone and other light grounds where he needs more contrast. use the outlined one when the plain one goes soft against its ground.

the two drawings

stitched30 mm and over
smoothunder 30 mm, chest in bone

with an outline, for light grounds

stitched, outlined30 mm and over, on light grounds
smooth, outlinedunder 30 mm, on light grounds

one colour

one colour, bonestamps, embossing, thread on dark fabric
one colour, sootstamps and embossing on light grounds

five versions, in order

01stitched, on cloththe garment itself, hand embroidered. the real mark.
02stitched drawingprint, web, social, hang tags, lookbook. 30 mm wide or more.
03smooth drawingfavicon, app icon, woven labels under 30 mm, small print.
04one colourstamps, embossing, thread on dark fabric; in soot on light grounds.
05photographedthe origin story and the lookbook cover: the real thread, seen.

how he is used

he appears once on any surface. this page, being about him, is the exception.
never stretched, rotated or shadowed. never given an outline of your own: the outlined drawings are the only ones he has.
never in a circle or a badge.
he sits, he looks left. that is all he does.
his orange is his alone: never text, a link or a button.

colour

the materials set the palette

bone is the ground: the page, and most of any surface. flax, the colour of undyed linen, is the second surface. soot is the type and the one dark block. the fox orange appears once, as the mark.

bone
primary. the ground.
#F2EEE6
flax
the second surface, undyed linen
#C9BFA8
studio grey
photographs only, the seamless
#B8B6B2
soot
type, and the one dark block
#1E1C1A
fox
the mark's fill. once, never text
#DD7238
fox mid
the mark's stitch outline
#BD5E29
fox dark
the mark's shape outline
#8B401C

proportion on any surface · fox appears once

type

jost

free, from google fonts.

one family does everything. light at display sizes, set slightly tight: the name, headings, labels. regular for reading, at one and a half times leading, and small for care labels, tags and the captions under photographs. medium for the name in the header, the woven label and the button.

light 300headings, the name set large
regular 400reading, care labels, tags, captions
medium 500the name in the header, the woven label, the button

lowercase always, the name included.
never italics, never all caps.
no exclamation points.

in use

the first piece

the first shorts

i make clothes by hand, in natural materials, and i leave the making visible. these shorts are the first piece i finished. there will be more, slowly, one at a time.

follow on instagram (opens in a new tab)

pax is peace

100% myself, undyed
cold wash. line dry.
sewn by hand, san antonio

voice

let the design do the speaking

the words are pax's, in the first person. i keep my work simple and let the art, style and designs do most of the speaking.

example product copy

wide shorts. undyed linen. hand-basted waistband, raw at the top. one back pocket, with a fox i stitched when i was nine. made in san antonio.

photography

four frames for every piece

in order: front, full. back, full. the mark, close. construction, close. pax as the model, barefoot, looking away from the camera, in a plain white tee and a black beanie.

01front, full
02back, full
03the mark, close
04construction, close

grey seamless or one outdoor location.
soft daylight. no flash, no warm grade.
no props, no text overlays.
placed as prints: portrait, uncropped, no border, no shadow.

media kit

for anyone writing about it

the fox, the photographs and a short description, free to use when writing about pax is peace. use the fox as he is drawn and the photographs uncropped.

in short

pax is peace is made-by-hand clothing from san antonio: natural, undyed materials, the construction left visible, and a fox mark that pax first made by hand in grade school and now embroiders onto each piece. the first piece, a pair of wide linen shorts, was finished in 2026. there will be more, slowly, one at a time.