2WS — World Wild Souls

ABOUT

Brand identity and creative direction for 2WS (World Wild Souls) — the sportswear label born from the Yamakasi, the original founders of Art Du Déplacement and parkour. Created by Daniel Toti and Stéphane De Maintenant in Paris in 2010, 2WS translates the Yamakasi philosophy — "We start together, we finish together" — into functional, design-led clothing for practitioners of parkour, martial arts, dance, yoga and urban movement. The iconic brand symbol is a chesu of New Caledonian origin, meaning "strong mind, strong body." The label launched a boutique in the Les Halles district and performed at Jean-Paul Gaultier's Fall 2011 show. ADD Academy classes run across Paris — Bercy, La Villette, Choisy-le-Roi. LUVLAB handled visual identity, brand architecture and creative systems for the movement and its global community of 3,000+ souls.

Yamakasi were the founders of what the world now calls Parkour. Working with them on their Paris space was a privilege — we designed an environment that honoured the philosophy of the movement: flow, precision, and using the architecture rather than fighting it.