Brand Identity
2022
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Soft Dew is a New York City-based company that specializes in everyday clothing, accessories, and home goods. Our products are inspired by nature, crafts, and interior design, and we're dedicated to bringing joy to our customers' daily lives. At Soft Dew, we believe that fashion and lifestyle should be both inspirational and comfortable. We strive to offer fun and innovative products that reflect our passion for creativity and design. Our brand name is inspired by the dew that forms on cool surfaces every night and fades away during the day. We hope that, like the fleeting dew, our customers can effortlessly gather happiness and spread joy and positivity to their lives and surroundings with our products.

Architecture and Interior: Gonzalez Haase Architects

JESS HUMPHREY

Jess Humphrey is an artist living in Ridgewood, New York. Before shifting her focus solely to art in 2018, she had two careers in the creative field.  As a teenage girl, she photographed the 90s east coast punk scene and is currently working on a book ofat body of work.  She then went on to pursue a 20-year career working in fashion leading some of the world's most iconic brands, including her own collection Victory Press.  

The intentional side of her work explores color and form; inspiration stems from the Surrealists such as Magritte and Max Ernst, Color Masters Ellsworth Kelly and Josef Albers, Bauhaus’ Moholy-Nagy and the Post-Modern Glasswork of Ettore Sottsass. On a subconscious level, she explores ideas and issues around being a woman.  Recurring themes appear that a lot of women and girls experience, such as conflicting feelings of wanting to be seen and wanting to be invisible, or masking strength in exchange for love and acceptance, whimsical critiques of modernism, taking masculine icons and making them feminine, exploration of gender roles, and limited or untapped potential.  She has been mostly working with collage as her medium but has most recently been exploring techniques in glass.