"Lega" is a local slang of the Croatian language, part of the identity of the residents of Osijek, Croatia. The meaning of the word "lega" is somewhat similar to the words "bro", "buddy" or "mate". The lega-lega brand was created rather casually, as a result of mental exercises and brainstorming sessions during idle times at our studio. At first it was a simple line of paper notebooks and a couple of T-shirts but it quickly grew into a brand with hundreds of products distributed through 3 design shops in Croatia and a world wide online shop.
The first design shop was opened in 2009 in Osijek. Interesting illustrations were hand-painted on the walls, products were designed and packaged to reflect the brand's design driven values.
The number of products quickly grew into the hundreds - from limited editions, charity funding pieces and a lot of collaborations with other designers, events promoting young artists, extreme sports competitions and even great art galleries featuring Picasso or underground artists all the same.
As the T-shirts became more and more popular with our growing fan base we focused on creating new designs in bi-annual collections. We drove social engagement of our customers with a lot of micro content and facebook giveaways.
Listening to our customers and continuously providing them with new products made it possible for us to create one of the fastest growing brands in the region while staying true to what was the driving force behind the brand in the first place: creativity.
Continuous collaboration with designers and artists makes lega-lega an ever evolving brand, successfully combining traditional crafts of bookbinding and tailoring with contemporary visual culture.