How it happened
Written by the team.
Everyone had one
When we were young, everyone had an R4 card. It was funny to see how universal that reference is for kids our age.
We've also always found the card kind of stylish, graphically different from everything else. So we built a clothing collection around it.
The collection
Everything starts from the card. The Messenger Bag takes its shape and has its gold contacts on the back. The necklace is a small enamel copy of it, sold in a blister pack based on the original R4 packaging.
The back of the Messenger Bag, and the necklace in its blister pack.
The ad it never had
For the launch we made the ad the R4 card never had, as if it had come out with a blockbuster campaign.
One of the print ads.
