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Streetwear Capsule / Stroboscope. Built solo, print on demand, 2021.
Serotonine was a print on demand streetwear brand I built entirely from scratch in 2021. Design, production, e-commerce, and social media presence — all handled independently. I ran it as a real brand: a name, a philosophy, a visual system, a store, a community. It taught me more about brand building than any brief ever could.
No agency, no team, no outside funding. Every graphic was drawn in Illustrator and Photoshop. Every product listing, every caption, every post — all of it was me. It taught me more about brand building than any brief ever could, because there was no one else to hand the hard parts to.
I didn't keep it going. Not because the idea ran out, but because a one person operation running on personal savings has a ceiling, and I hit mine while I was still figuring out who I wanted to be. Everything I do today as a Creative Strategist & Brand Specialist traces back to what I learned trying to make Serotonine work.
One piece I'm still proud of. The Tipasa design carries a passage from Camus' Retour à Tipasa printed directly onto the back, wrapped around a double exposure of the Algerian coastline and a portrait silhouette. Camus wrote about this exact stretch of Mediterranean coast, and putting his words on a garment worn on that same coast felt like the whole point of the brand: Algerian, Mediterranean, and literary all at once.
Indigo Night took its name and mood from a Tamino song, filtered through a serotonin molecule motif and a small whirlwind mark that became something close to a house symbol for the brand. It's the piece that best captures the in-between identity the whole label was built on: not fully one culture or the other, comfortable existing between France and Algeria the same way the song does.
I grew up in Algeria in a stadium seat. USM Alger, fist raised, red and black flag over my shoulders, never missing a match through my whole adolescence. The smell of a flare going off has done something good to me since I was a kid, long before I understood why. That intensity, that unfiltered devotion, is where the "esprit fumigene" pieces came from: fanny packs and boxers built around real ultras imagery, not a watered down aesthetic borrowed from someone else's culture.
Every trip fed the brand somehow. New coastlines, new light, new reasons to shoot the pieces somewhere that meant something rather than in a studio. Serotonine was never meant to look like it came from a warehouse. It was meant to look like it came from a life actually being lived.
Caps, hoodies, tees, fanny packs, boxers. Every category designed to reinforce the same handful of ideas: serotonin as a motif, Algerian identity worn with pride, and a night owl, stadium curious energy running underneath it all.
Every print, from concept to production-ready file, designed in Illustrator and Photoshop.
Store setup, product listings, and print on demand fulfillment, managed end to end.
Organic community built from scratch, with content strategy and community management.
A coherent identity spanning literature, music, stadium culture, and travel, tied together under one name.
I didn't have the funding or the experience to make Serotonine last. What I built instead was every skill I now sell as a strategist.
