Paris Saint-Germain × CRASH × Tango Hotel: A Licensed Drop That Sold Out on the Champs-Élysées

Client & scope

Tango Hotel came to Design Land directly to build out a licensed capsule with Paris Saint-Germain and the New York graffiti artist CRASH. The scope ran the full chain: product design across the range, factory-ready technical execution, retail packaging and in-store graphics, and the line sheet the collection was presented from. Seventeen design references in all — hoodies, joggers, football and basketball jerseys, mesh shorts, cabana sets, beanies, a bucket hat, a drawstring bag, a match ball and a skateboard deck.

The problem

Two problems at once. Artwork is not a product line: CRASH’s work had to be recomposed for every substrate and every method — sublimated across a full-print jersey, cropped to a panel on a mesh short, held in a chest circle on heavyweight fleece, wrapped around a bucket hat crown, laid out on a skateboard deck — each at a different scale, each still reading as one collection. And three rights holders had approval on all of it. Every placement had to satisfy PSG’s crest standards, CRASH’s artistic intent and Tango Hotel’s own brand at the same time, before anything could go to a factory.

What we did

Designed the range head to toe, then made it producible: trims, woven and satin labels, embroidery specs, print placements drawn at actual size, construction callouts, points of measure, and the colorfastness and shrinkage standards the factory was held to. Then we took the identity past the garments. A drop needs a room, not just a rack — so the same artwork carried into a shopping bag, printed tissue paper, stickers and a crest floor carpet for the store, and the whole collection was laid out on a single overview board for sell-in.

What happened

The collection launched in the new year at Paris Saint-Germain’s Champs-Élysées store and sold out. It was covered by Hypebeast, and the range went on to sell direct through Tango Hotel.

Brand, product and the pitch that sells it — from first concept to the buyer’s table.