Part of Haegg & Haegg Group

JACOB HÄGG - creative director

“ Inspired by the past, but never stuck in it, stockholm-born brothers, Jacob Hägg and Axel Hägg, combine subculture aestethics with everything they find on the darkest corners of the web, creating retro-futuristic streetwear that’s both dissident and paranoid. It’s that marriage of pre-internet styles with a technology-based edge that makes brashy studios super 90’s. But distinctly now - oh, and really cool. “

 

- Alexandra Weiss for Bullet Magazine

Jacob Hägg is a Stockholm-based creative director whose work operates at the convergence of AI innovation, luxury brand development, and cultural strategy. His practice centers on engineering visual systems that translate brand DNA into scalable creative architectures, with a particular focus on maintaining aesthetic sophistication through proprietary AI methodologies.In 2024, Jacob founded Intelligence Matters, a creative practice focused on AI-enhanced brand development, visual system architecture, and strategic consulting for clients navigating the intersection of technology and luxury positioning. The studio works across generative AI training, brand DNA modeling, and traditional campaign development, offering a unified approach to contemporary brand building.From 2011 to 2020, Jacob built Brashy Studios into an internationally recognized designer street label, where as creative director he designed collections, art directed lookbooks, and developed brand identity and strategy. The brand achieved organic celebrity adoption by over 25 A-list talents including Billie Eilish, Kendall Jenner, and Rihanna, with coverage in Vogue, The New York Times, and i-D Magazine. The brand's material innovations were featured in MoMA's "Is Fashion Modern" exhibition.Earlier in his career, he worked at Wednesday Agency in New York, contributing to campaigns for Calvin Klein, Juicy Couture, and Narciso Rodriguez.

Brand Evolution

 

By 2014, Brashy Studios had evolved to a globally recognised brand through strategic retail partnerships. I developed a visual language that combined clinical minimalism with experimental styling — creating campaign imagery with a signature aesthetic dialect.

Cultural Phenomenon

 

2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes.

 

Cultural Signifier

 

By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier — I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become referenced across art, fashion and music.

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Part of Haegg & Haegg Group

“ Inspired by the past, but never stuck in it, stockholm-born brothers, Jacob Hägg and Axel Hägg, combine subculture aestethics with everything they find on the darkest corners of the web, creating retro-futuristic streetwear that’s both dissident and paranoid. It’s that marriage of pre-internet styles with a technology-based edge that makes brashy studios super 90’s. But distinctly now - oh, and really cool. “

 

- Alexandra Weiss for Bullet Magazine

Jacob Hägg is a Stockholm-based creative director whose work operates at the convergence of AI innovation, luxury brand development, and cultural strategy. His practice centers on engineering visual systems that translate brand DNA into scalable creative architectures, with a particular focus on maintaining aesthetic sophistication through proprietary AI methodologies.In 2024, Jacob founded Intelligence Matters, a creative practice focused on AI-enhanced brand development, visual system architecture, and strategic consulting for clients navigating the intersection of technology and luxury positioning. The studio works across generative AI training, brand DNA modeling, and traditional campaign development, offering a unified approach to contemporary brand building.From 2011 to 2020, Jacob built Brashy Studios into an internationally recognized designer street label, where as creative director he designed collections, art directed lookbooks, and developed brand identity and strategy. The brand achieved organic celebrity adoption by over 25 A-list talents including Billie Eilish, Kendall Jenner, and Rihanna, with coverage in Vogue, The New York Times, and i-D Magazine. The brand's material innovations were featured in MoMA's "Is Fashion Modern" exhibition.Earlier in his career, he worked at Wednesday Agency in New York, contributing to campaigns for Calvin Klein, Juicy Couture, and Narciso Rodriguez.

Brashy Studios

From concept sketch to cultural reference point.

A streetwear label built from Myspace-era language, gardening uniforms, and transparent PVC.The brand reached over 25 global names—Rihanna, Billie Eilish, Bella Hadid, Charli XCX, Kendall Jenner.Featured in Vogue, i-D, NYT, Highsnobiety, T Magazine. Stocked at Colette, KITH, I.T Hong Kong. MoMA archived the collection in Is Fashion Modern?

Identity

Succesion

Brand Evolution

 

By 2014, Brashy Studios had evolved to a globally recognised brand through strategic retail partnerships. I developed a visual language that combined clinical minimalism with experimental styling — creating campaign imagery with a signature aesthetic dialect.

Cultural Phenomenon

 

2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes.

 

Cultural Signifier

 

By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier — I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become referenced across art, fashion and music.

Born On Internet

 

BriefBrashy Studios sought to position itself at the intersection of internet culture and high fashion with their “Born On Internet” collection. The challenge was to create a campaign that would resonate with a digitally-native audience while establishing a distinctive aesthetic language that could translate across physical and digital touchpoints.ConceptBorn On Internet investigates the digital dawn - embracing its seductive pull while interrogating its cognitive implications. Memetic structures ignite, systematic anomalies generate meaning, virtual collectives coalesce—all filtered through critical awareness of screen mediation. The campaign translates these digital phenomena into physical garments and visual narratives that bridge virtual consciousness and corporeal reality.

Process DocumentationThe development process began with an immersion in internet-native visual languages - from early web aesthetics to contemporary meme structures and digital artefacts. This research provided the conceptual foundation for a visual approach centered on “systematic anomalies” - deliberate glitches and recursions that create meaning through their incongruity.

Visual Identity System

 

A systematic visual identity was developed that deliberately incorporates digital loading artifacts and interruption states as core aesthetic elements. The system transforms typically unwanted digital errors—buffering animations, broken image displays, and connection failures—into intentional design choices that question our expectations of perfect digital presentation.

Digital Artifacts Filter

 

A specialized Photoshop filter was created to simulate authentic digital degradation effects including pixel displacement, scan line artifacts, and compression failures. This tool systematically applies controlled corruption to fashion imagery, creating a deliberate aesthetic of digital breakdown that references surveillance imagery and data archaeology.

E-commerce photography

 

The photography strategy balanced commercial product requirements with conceptual exploration. Clean, direct product shots ensured clear communication of garments while additional documentary-style captures explored authentic relationships between digital-native consumers and contemporary fashion, creating a dual visual language.

Social Media Strategy

 

The content approach prioritized authentic documentation over polished marketing presentation, using strategic restraint to build anticipation. Complete lookbook content was reserved exclusively for the website rather than distributed across social platforms, transforming the site into a primary destination. Social media functioned as directional content, guiding audiences toward the full narrative experience through carefully curated preview material that established clear hierarchy.

Lookbook

 

Photography was captured using a Contax G2 camera with black and white Kodak film stock, selecting analog photography to create deliberate contrast against the project's digital themes. The analog photographs were combined with VHS screengrabs and early internet-era digital assets to establish a cohesive aesthetic that referenced late 1990s and early 2000s digital culture, creating layered visual storytelling that merged multiple technological eras.

 

Intelligence Matters

Premium imagery without production constraints

Where most studios sell deliverables, we build frameworks.Custom-trained AI pipelines based on brand aesthetic, creative memory, and negative space logic.Systems that know what not to make. AI trained on your standards—not shortcuts.

Negative Space

ai generated Art gallery

An archive of edits. A space for friction. Process. Not output. Work before it's ready. Direction before it's digestible. Unreleased treatments. Killed campaigns. Fragments with more value than finished things. This isn’t a case study. It’s proof of ongoing vision.

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