T.D. McMurry
Help a musician-turned-clothier build a world — and store — from scratch.
- Art Curation
- Art Direction
- Brand Identity
- Brand Positioning
- Copywriting
- Environments
- Interior Design
- Merchandise
- Naming
- Photography
- Signage
The project included full-scale brand integration, including interior design, in-store merchandising, material selections, naming, brand design, story, and comprehensive packaging and materials system.
Working closely with T.D., craftspeople, and contractors, we helped build the T.D. McMurry world, which included the store’s layout, sourcing and styling the interiors — from furniture and fixture selections, visual merchandising, and RISO-printed custom artwork — to a handmade collage that brings together vintage photography of T.D. with an image of his great grandfather and his handwritten notes. Every inch of the space is highly considered, including the customer service counter, the same one T.D.’s great grandfather used in his original clothing boutique.
All cabinetry, doors, dressing rooms, and shelving was handcrafted creating a space that feels inviting, warm, and as if it’s been a favorite place for years.
The interior design is centered on a lakeside narrative, a nod to T.D.’s childhood, a sense of warmth and nostalgia. The store’s layout is flexible for every-changing merchandising displays, cozy areas that invite guests to sit, relax, and chat with T.D., and ample room to host community events. Wood-clad dressing rooms, stone knobs, and textured fabrics are inspired by mid-century lake houses.
A wooden pole, a modern interpretation of 17th century “spool” furniture, creates a dramatic entrance and a space distinct from the clothing rack, resulting in an aesthetic that blends both vintage and modern elements.
Building this brand and world from the ground up meant that we touched every part of the physical space as well as recommending brands the shop could carry and brainstorming partnership opportunities.
“The team at SDCO took what was a very rough draft of ideas and perfectly executed every aspect of our vision. Their suggestions and expertise on all things design gave our men’s shop the homey and laid back feel we were looking for.”
