Working closely with Mat Armstrong and the HWBT team, we've helped shape HWBT from merchandise into a distinctive lifestyle brand rooted in automotive and motorsport culture.

Drawing inspiration from racing archives, vintage teamwear, automotive graphics and Mat's own world, we've developed an evolving visual language that connects product, creative and digital. From bespoke garments and accessories to the eCommerce experience and launch assets, every touchpoint is designed to feel unmistakably HWBT.

The result is an ongoing creative partnership that continues to evolve alongside Mat, his audience and the brand.

Project Statistics

• Ongoing creative partnership with Mat Armstrong & HWBT
• Multi-category product offering developed across apparel, headwear and accessories
• Bespoke graphic language inspired by automotive and motorsport culture
• Dedicated HWBT eCommerce experience designed and built
• Connected visual identity across product, digital and social
• Multiple collections and product launches delivered

Our RESULTS

HWBT has continued to evolve from an extension of Mat Armstrong's content into a recognisable brand with its own product and visual identity.

Through an ongoing creative partnership, we've created a flexible system that allows each collection to introduce new references, graphics and products without losing the character that makes HWBT recognisable.

Rather than simply placing branding onto garments, each release is designed to deepen the connection between product, automotive culture and the community surrounding Mat.

HWBT sits at the intersection of creator culture, automotive obsession and fashion.

The opportunity was to build a product offering that felt authentic to Mat's audience without becoming conventional creator merchandise. It needed its own identity, one strong enough to stand independently while remaining deeply connected to the cars, builds and stories that made the community what it is.

As the brand grew, that identity also needed to translate consistently across products, collections, eCommerce and social.

Our Solution

We developed a creative and product system inspired by the visual history of motorsport while giving it a distinctly HWBT perspective.

Racing liveries, garage graphics, team uniforms, sponsorship marks and archival automotive references became starting points for an evolving graphic language. These ideas were translated across bespoke garments, graphic-led apparel, headwear and accessories designed specifically around the HWBT audience.

Beyond the physical product, we designed and built the HWBT eCommerce store to create a dedicated digital home for the brand. Supporting social, campaign and launch assets then carried the same visual language through every release, creating consistency from first impression through to purchase.

Acifin Perspective

The strongest creator brands don't feel like creator merchandise. They become brands in their own right.

HWBT works because its identity comes directly from the world surrounding it. Cars, racing, engineering and the culture around them aren't simply references added to the product. They're the foundations the brand is built on.

Our role has been to translate that world into a product and creative system capable of evolving with Mat's audience.

It's a partnership that demonstrates what happens when Product and Creative operate together: building something recognisable, ownable and capable of growing far beyond the person who started it.