Keep It Underground — soundsystem workwear, not fashion
A clothing brand for the people who build the systems other people dance inside: four lines, a technical spec behind every seam, an e-commerce prototype in terminal aesthetics.
Problem
The working people of electronic music — the ones loading in at midnight and running cable — needed equipment, not a trend. Fashion answers to a season; equipment answers to the environment: dark floors, open-sky festivals, 5 AM service corridors.
System
Four lines under one standard: Ravewear (six hours in the dark, reflective elements that activate under UV), Festivalwear (three days under open sky, subwoofer schematics as 32 LPI graphics), Everyday (restrained graphics, interior labels for those who look) and Accessories (source: kpt-story.html). The spec is public: 440 GSM French Terry, AQL 2.5, ±1 cm tolerance, load-rated hardware, a Faraday option. 10 % of every transaction goes directly to artists who appear on no chart. The e-commerce prototype: home, shop, product pages, story and an editorial page — terminal aesthetics, a custom cursor, audio-reactive elements, SVG product visualisation.
Decisions
Brand and studio stay separate but share values (a principle from the brand guide): underground ethos, craft, substance before visibility. The prototype stays a prototype until production and the artist payout mechanism exist — the site does not say “Live” before a transaction actually happens.
Metrics
4 lines, 440 GSM / AQL 2.5 / ±1 cm, 10 % to artists (source: kpt-story.html). The Vercel project kpt-underground exists; there is no public domain.
Stack
React, SVG, Web Audio API, Vercel (project kpt-underground).
Product screens
Screens from the Keep It Underground prototype, captured from the local HTML prototypes on 12 September 2026. This is a prototype, not a live shop.
