Howies Winter 2009 catalogue

With a simple clothing catalogue, Howies have done a good job of creating a ‘feel’ for themselves. Though much of this is what’s to be expected – product imagery with clear descriptions and price/size information – the ’sales’ pages are interspersed with some awesome photography, lovely illustrations and enough random text to keep the out-and-out commercial nature of the book in check. This is skilfully done, and makes me wonder just how such a wide range of stuff was brought together, without losing focus or the clean and clear underlying structure that’s used. It might be just a catalogue, whose aim is to sell, but I appreciate that whoever signed it off had the foresight not to insist on curbing the ‘oddness’ – resulting in something that made me not only buy clothes, but that made me think more of a company.