Ke’kune is a technically driven urban brand designed to fuse safety with style. It is aimed at the female Millennial consumer who assumes responsibility for her own safety and wants to present her most conﬁdent self to the world. In an uncertain world, the concept of fashion used as armour has reached new levels with ‘protection gear’ being the new ‘go-to’ concept. The brand produces garments which give the wearer a sense of security, whilst being paired with bright bold prints and colours which are displayed over the majority of garments and accessories. Ke’kune targets Millennial women who are passionate about caring for the environment, feeling the need to make a difference and trying to empower women, and looking fashionable whilst doing so.