Moniek Veldt brought together a group of kids who collaborated with her to develop SCM, a new teenage brand by and for hip, urban teenagers.
This collaboration and totally new approach in the kids fashion world resulted in two collections with a unique story, handwriting and media approach that is internationally launched in Winter 2016.
The story is about a Street Called Madison, the street where Luna Hill and Charlie Ray grew up in with their friends. The brand tells the story of their lives. Charlie Ray, a bit older than Luna, has a dog called Mr. Spikey who also plays an important role.
In a nutshell the story of the characters Luna and Charlie, are the base for S.CM, a street we find in many cities and we can all imagine
in this MAD world…