Zero Tolerance (ZT International) began with no digital presence, identity, or platform, and in just one year The G33K Council transformed it into a luxury streetwear brand with global recognition. By crafting a rebellious, culture-rooted identity, designing production-ready artwork, and building a complete e-commerce presence, we helped the brand scale from zero to garments worn in Hollywood and Bollywood — proof of how precise execution and creative collaboration drive real impact.
The designing process is always full of hustle and bustle, only thing that is important, and we included in our process was sticking to the initial plan and giving ourselves complete creative freedom. This way we were able to communicate the message we wanted to, plus maintained the aesthetics of the artworks.
-Prakhar Rao, Creative Director / Founder
The Challenge
Zero Tolerance launched as a luxury streetwear brand rooted in South Asian heritage, but they had zero digital presence, no website, and absolutely no identity.
Our Solution
We partnered closely with the founder, aligning on every design, texture, and detail, because this wasn’t just fashion. It was a heritage in motion.
- Built visual identity and brand assets that celebrated Indian culture with rebellion and pride.
- Designed tech packs and artwork required for production accuracy.
- Developed their e-commerce site and ongoing online presence, from design to full-stack implementation.
The Results
The Outcome (12 Months)
- From zero to garments worn in Hollywood and Bollywood.
- A luxury streetwear brand that grew from local roots to international fashion recognition.
- Fashion that stands out, because it isn’t generic. It’s rebelliously rooted.
- 100% Branding: Brought from being an idea to identity.
- 100% Designing: Creating pilot garment collection 'Proud Brown'.
- 100% E-Commerce: Meeting tight deadlines and coding solutions.
The designing process is always full of hustle and bustle, only thing that is important, and we included in our process was sticking to the initial plan and giving ourselves complete creative freedom. This way we were able to communicate the message we wanted to, plus maintained the aesthetics of the artworks.
-Prakhar Rao, Creative Director / Founder
Key Takeaways
Why it Worked?
- Creative precision that honored the founder’s vision.
- Flawless execution across brand, product, digital, and supply chain.
- A collaborative bond, the founder trusted us as much as we trusted each other creatively.
