This project wasn’t just about creating a textile print — it was about designing for a moment where global tech, Dutch fashion, and workplace culture collided.
I was brought in to design a custom print pattern for a unique collaboration between A Fish Named Fred, the colorful Dutch fashion brand, and ASML, one of the world’s most important tech companies.
The result? A bold, pattern-driven shirt design that incorporated the ASML logo into a wearable, fun, and stylish format — created for internal use by ASML employees and visitors at their offices.
ASML is a global tech leader based in the Netherlands and is one of the most critical companies in the world for the future of technology.
ASML is often described as "the most important tech company you’ve never heard of" — until now.
In a unique move, ASML partnered with A Fish Named Fred to design limited-edition fashion-forward work shirts — something bold, modern, and different from typical corporate wear.
And that’s where I came in.
My task: design a custom, brand-safe print that integrated the ASML logo into a repeatable pattern that was playful, clean, and true to the Fred aesthetic.
The shirts were used:
✔️ Cross-industry collaboration — Tech x Fashion x Brand Culture
✔️ Worked with a global leader (ASML has a €300B+ market cap)
✔️ Designed for real-world use, not just marketing
✔️ Helped reframe what “branded clothing” can be — smart, fun, and truly wearable
This wasn’t just a design win — it was proof that design can connect worlds. I saw how visual creativity can bring life to a high-tech workplace, and how a smart pattern can carry a global identity without shouting.
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