'Brand’ for endangered species

How to bring the Armenian mouflon to the attention of the public? A new British brand - 'fsdkh' - with a conservation campaign design among its ‘Armenian Retro’ collection of 7 t-shirts launched at the end of July 2011. The fun 'Save the Armenian mouflon' design aims to raise public awareness through the effective medium of the t-shirt with its eye-catching black and white logo. The caricatured Armenian mouflon with the slogan and domain name is already grabbing people’s attention and curiosity in the creature.

fsdkh - pronounced fûs-dûkh - is the creation of British-Armenian, Sylvie Keshishian, whose inspiration comes from a career in the creative industries combined with strong links to her Armenian heritage, culture and identity. Sylvie hopes 'Armenian Retro' will make a universal difference, including the Armenian mouflon t-shirt, using good quality 100% certified organic Indian cotton t-shirts and donating a percentage of profits to the 'Houso Aygi' centre in Armenia (where she volunteers annually). This design is entered in to the 2012 Rolex Awards for Enterprise 'Environment' category.