Industry

Firearms

Company

999 Defense

999 Defense:
Culture blending

999 Defense:
Culture blending

999 Defense:
Culture blending

My role

Creative Director

Responsibilities

  • Creative direction

  • Print, digital, and merchandise design

  • Production management of merchandise

  • Planning, designing, and distribution of all social media content

  • Curating and organizing collaborations

Impact

120% growth in gross sales over 5 years

66% newsletter open rate

3% average Instagram engagement

The problems

The problems

The problems

Traditional firearms brands often rely on repetitive patterns and outdated tropes, limiting their appeal to niche groups while alienating wider audiences. The firearms industry has long been perceived as insular, with limited connection to cultural trends outside its core community. The challenge was clear: how could a firearms brand transcend these boundaries to connect to new audiences without alienating its base?

At the foundation of this work is Virgil Abloh's Tourist vs Purist approach towards design (2m02s).

Everyday militaria objects

Everyday militaria objects

Everyday militaria objects

Fashion and pop culture draw references and inspiration from firearms and military culture. Often, this leads to work accepted by wider audiences but usually at a cost. For example, camouflage often appears in fashion but is usually heavily modified, losing the original spirit as a disruptive pattern. I attempted to apply military patterns and inspiration with the accuracy it deserves to all kinds of objects that can still appeal to a larger audience but can also stand up to the scrutiny of a community that knows and appreciates the details.

Teddy bears made from the surplus uniforms of militaries around the world.

Teddy bears made from the surplus uniforms of militaries around the world.

Teddy bears made from the surplus uniforms of militaries around the world.

Twemco QT-30 Flip Clock cerakoted with WWII Frogskin.

Twemco QT-30 Flip Clock cerakoted with WWII Frogskin.

Twemco QT-30 Flip Clock cerakoted with WWII Frogskin.

Snow Peak Folding Camping Chairs with an M81 Woodland seat cover.

Snow Peak Folding Camping Chairs with an M81 Woodland seat cover.

Snow Peak Folding Camping Chairs with an M81 Woodland seat cover.

Snow Peak Camp Burners with M81 Woodland pattern cerakote.

Snow Peak Camp Burners with M81 Woodland pattern cerakote.

Snow Peak Camp Burners with M81 Woodland pattern cerakote.

G-Shock DW5600 (clear) and G-Shock GA2100 (white and black) with M81 Woodland pattern dials.

G-Shock DW5600 (clear) and G-Shock GA2100 (white and black) with M81 Woodland pattern dials.

G-Shock DW5600 (clear) and G-Shock GA2100 (white and black) with M81 Woodland pattern dials.

The M18A1 Claymore mine reimagined as skateboarding wax.

The M18A1 Claymore mine reimagined as skateboarding wax.

The M18A1 Claymore mine reimagined as skateboarding wax.

Rapid shirt deployment

Rapid shirt deployment

Rapid shirt deployment

Most firearms brands release merchandise that uses this predictable formula:
apparel + brand logo, release a few color variations, rinse and repeat.


I took an approach to rapidly releasing t-shirt designs throughout the year. This allowed the brand to showcase its connection to cultures, with each shirt acting as a canvas for diverse expressions. Each drop becomes a snapshot of the cultural currents the brand is immersed in—whether through references to music, art, social movements, or niche communities.

This approach signals not just a surface-level engagement but a deep understanding and participation in the cultural ecosystems that resonate with its audience. By staying agile, I reinforced 999 Defense's role as a cultural storyteller, constantly evolving and staying relevant.

Various shirt designs playing off of different cultures.

Various shirt designs playing off of different cultures.

Various shirt designs playing off of different cultures.

A collaboration with Vang Comp Systems highlighting their Remington 870 SBS work.

A collaboration with Vang Comp Systems highlighting their Remington 870 SBS work.

A collaboration with Vang Comp Systems highlighting their Remington 870 SBS work.

A parody of Tamiya plastic models and the age old criticism of Glock being a plastic gun.

A parody of Tamiya plastic models and the age old criticism of Glock being a plastic gun.

A parody of Tamiya plastic models and the age old criticism of Glock being a plastic gun.

Weaponizing normalization

Weaponizing normalization

Weaponizing normalization

Normalization of a culture helps it to breakthrough to new audiences. By injecting a small piece of firearms culture into content that appeals to people who are into other hobbies such as flower arrangements, retrogaming, or Japanese softdrinks, I was able to reach people with new ideas.

© Daiji Shikama 2024

© Daiji Shikama 2024

© Daiji Shikama 2024