Part of Haegg & Haegg Group

JACOB HÄGG multidisciplinary CREATIVE

“

Inspired by the past, but never stuck in it, stockholm-born brothers, Jacob Hägg and Axel Hägg, combine subculture aestethics with everything they find on the darkest corners of the web, creating retro-futuristic streetwear that’s both dissident and paranoid. It’s that marriage of pre-internet styles with a technology-based edge that makes brashy studios super 90’s. But distinctly now - oh, and really cool.

“

 

- Alexandra Weiss for Bullet Magazine

 

About

MUltidiciplinary creative

 

Hägg in the founder and creative director of Brashy Studios - a women’s designer streetwear label defined by raw visual language. Worn by Billie Eilish, Charli XCX, and the Kardashians, the label’s aesthetic was featured in Vogue, i-D, T Magazine, and archived by MoMA.

 

In 2024, he launched Intelligence Matters - a studio developing proprietary methods to translate brand intuition into generative AI systems. The work focuses on training models to understand rhythm, restraint, and narrative clarity.

 

In 2025, Hägg introduced Negative Space - a digital gallery exploring the creative exchange between human intention and machine interpretation. Each drop is treated as a limited artefact—marking a shift in authorship, process, and output.

my work has been featured in:

Brashy Studios

From concept sketch to cultural reference point.

Founded streetwear label pioneering in women's streetwear through transparent PVC construction and raw aesthetic vocabulary.

 

Envisioned brand DNA includingvisual identity development from material exploration through brand architecture. Established distinctive design language combining industrial construction with minimalist visual systems across all consumer touch points.

 

Managed integrated manufacturing approach through downtown LA partnerships, embedding urban authenticity into production methodology. Maintained direct oversight of material sourcing, construction techniques, and quality standards.

 

Built strategic retail network through direct buyer relationships and exclusive capsule collections. Orchestrated brand positioning between streetwear and avant-garde markets through careful partner selection and collaborative projects.

Brand Evolution

 

By 2014, Brashy Studios had evolved to a globally recognised brand through strategic retail partnerships. I developed a visual language that combined clinical minimalism with experimental styling — creating campaign imagery with a signature aesthetic dialect.

Cultural Phenomenon

 

2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes.

 

Cultural Signifier

 

By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier — I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become referenced across art, fashion and music.

Born On Internet

 

Brief
Brashy Studios sought to position itself at the intersection of internet culture and high fashion with their “Born On Internet” collection. The challenge was to create a campaign that would resonate with a digitally-native audience while establishing a distinctive aesthetic language that could translate across physical and digital touchpoints.

Concept
Born On Internet investigates the digital dawn - embracing its seductive pull while interrogating its cognitive implications. Memetic structures ignite, systematic anomalies generate meaning, virtual collectives coalesce—all filtered through critical awareness of screen mediation. The campaign translates these digital phenomena into physical garments and visual narratives that bridge virtual consciousness and corporeal reality.

Process Documentation
The development process began with an immersion in internet-native visual languages - from early web aesthetics to contemporary meme structures and digital artefacts. This research provided the conceptual foundation for a visual approach centered on “systematic anomalies” - deliberate glitches and recursions that create meaning through their incongruity.

Visual Identity System

 

A systematic visual identity was developed that deliberately incorporates digital loading artifacts and interruption states as core aesthetic elements. The system transforms typically unwanted digital errors—buffering animations, broken image displays, and connection failures—into intentional design choices that question our expectations of perfect digital presentation.

Digital Artifacts Filter

 

A specialized Photoshop filter was created to simulate authentic digital degradation effects including pixel displacement, scan line artifacts, and compression failures. This tool systematically applies controlled corruption to fashion imagery, creating a deliberate aesthetic of digital breakdown that references surveillance imagery and data archaeology.

E-commerce photography

 

The photography strategy balanced commercial product requirements with conceptual exploration. Clean, direct product shots ensured clear communication of garments while additional documentary-style captures explored authentic relationships between digital-native consumers and contemporary fashion, creating a dual visual language that serves both commerce and concept.

VHS screengrabs extracted as primary lookbook imagery, embracing intentional degradation and scan line artifacts as aesthetic language

 

Complete lookbook collection simultaneously captured on VHS creating dual - output imagery —professional stills alongside analog video footage for campaign film

Studio projection system displaying data transmission messages and connection errors onto physical screens — merging digital vernacular with photographic staging

Social Media Strategy

 

The content approach prioritized authentic documentation over polished marketing presentation, using strategic restraint to build anticipation. Complete lookbook content was reserved exclusively for the website rather than distributed across social platforms, transforming the site into a primary destination. Social media functioned as directional content, guiding audiences toward the full narrative experience through carefully curated preview material that established clear hierarchy.

Lookbook

 

Photography was captured using a Contax G2 camera with black and white Kodak film stock, selecting analog photography to create deliberate contrast against the project's digital themes. The analog photographs were combined with VHS screengrabs and early internet-era digital assets to establish a cohesive aesthetic that referenced late 1990s and early 2000s digital culture, creating layered visual storytelling that merged multiple technological eras.

 

Intelligence Matters

Premium imagery without production constraints

 

In 2024, I founded Intelligence Matters, a studio that marries my years in fashion with AI systems. I spearhead our research division, exploring how algorithmic intelligence is reshaping creative expression and visual communication.

 

My approach begins with deep immersion in visual DNA - analyzing existing creative assets to identify signature elements, then training bespoke AI models that authentically extend this visual language. What differentiates my methodology is its emphasis on amplification rather than automation.

 

Through this process, I've developed proprietary training techniques that distill brand DNA into generative systems. This doesn't replace traditional creative methods but liberates them from logistical constraints, enabling visual exploration while maintaining precise creative direction.

Negative Space

ai generated Art gallery

 

In 2025, I founded Negative Space, a digital gallery where AI and human creativity engage through visual expression. The gallery showcases limited-edition digital artworks that exist between artistic intent and algorithmic manifestation.

 

Each collection examines specific conceptual territory through careful curation of visual elements and philosophical inquiry. Unlike commercial AI applications, these works foreground the creative dialogue itself - making visible the conversation between human direction and machine interpretation.

 

The result is not merely images but artefacts of a new kind of creative process, exploring the tensions between absence and presence, chaos and order, human and machine.

Photography

the raw lens

Part of Haegg & Haegg Group

JACOB HÄGG multidisciplinary CREATIVE

Jacob Hägg is the creative director of Intelligence Matters & founder of Haegg & Haegg. See his previous work below.

“ Inspired by the past, but never stuck in it, stockholm-born brothers, Jacob Hägg and Axel Hägg, combine subculture aestethics with everything they find on the darkest corners of the web, creating retro-futuristic streetwear that’s both dissident and paranoid. It’s that marriage of pre-internet styles with a technology-based edge that makes brashy studios super 90’s. But distinctly now - oh, and really cool. “

 

- Alexandra Weiss for Bullet Magazine

About

MUltidiciplinary creative

 

Hägg in the founder and creative director of Brashy Studios - a women’s designer streetwear label defined by raw visual language. Worn by Billie Eilish, Charli XCX, and the Kardashians, the label’s aesthetic was featured in Vogue, i-D, T Magazine, and archived by MoMA.

 

In 2024, he launched Intelligence Matters - a studio developing proprietary methods to translate brand intuition into generative AI systems. The work focuses on training models to understand rhythm, restraint, and narrative clarity.

 

In 2025, Hägg introduced Negative Space - a digital gallery exploring the creative exchange between human intention and machine interpretation. Each drop is treated as a limited artefact—marking a shift in authorship, process, and output.

my work has been featured in:

New York Times, High Snobiety, Vogue, Paper Magazine, I-D

Brashy Studios

From concept sketch to cultural reference point.

Founded streetwear label pioneering in women's streetwear through transparent PVC construction and raw aesthetic vocabulary.

 

Envisioned brand DNA includingvisual identity development from material exploration through brand architecture. Established distinctive design language combining industrial construction with minimalist visual systems across all consumer touch points.

 

Managed integrated manufacturing approach through downtown LA partnerships, embedding urban authenticity into production methodology. Maintained direct oversight of material sourcing, construction techniques, and quality standards.

 

Built strategic retail network through direct buyer relationships and exclusive capsule collections. Orchestrated brand positioning between streetwear and avant-garde markets through careful partner selection and collaborative projects.

Brand Evolution

 

By 2014, Brashy Studios had evolved to a globally recognised brand through strategic retail partnerships. I developed a visual language that combined clinical minimalism with experimental styling — creating campaign imagery with a signature aesthetic dialect.

Cultural Phenomenon

 

2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes.

 

Cultural Signifier

 

By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier — I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become referenced across art, fashion and music.

Born On Internet

 

Brief
Brashy Studios sought to position itself at the intersection of internet culture and high fashion with their “Born On Internet” collection. The challenge was to create a campaign that would resonate with a digitally-native audience while establishing a distinctive aesthetic language that could translate across physical and digital touchpoints.

Concept
Born On Internet investigates the digital dawn - embracing its seductive pull while interrogating its cognitive implications. Memetic structures ignite, systematic anomalies generate meaning, virtual collectives coalesce—all filtered through critical awareness of screen mediation. The campaign translates these digital phenomena into physical garments and visual narratives that bridge virtual consciousness and corporeal reality.

Process Documentation
The development process began with an immersion in internet-native visual languages - from early web aesthetics to contemporary meme structures and digital artefacts. This research provided the conceptual foundation for a visual approach centered on “systematic anomalies” - deliberate glitches and recursions that create meaning through their incongruity.

Visual Identity System

 

A systematic visual identity was developed that deliberately incorporates digital loading artifacts and interruption states as core aesthetic elements. The system transforms typically unwanted digital errors—buffering animations, broken image displays, and connection failures—into intentional design choices that question our expectations of perfect digital presentation.

Digital Artifacts Filter

 

A specialized Photoshop filter was created to simulate authentic digital degradation effects including pixel displacement, scan line artifacts, and compression failures. This tool systematically applies controlled corruption to fashion imagery, creating a deliberate aesthetic of digital breakdown that references surveillance imagery and data archaeology.

E-commerce photography

 

The photography strategy balanced commercial product requirements with conceptual exploration. Clean, direct product shots ensured clear communication of garments while additional documentary-style captures explored authentic relationships between digital-native consumers and contemporary fashion, creating a dual visual language that serves both commerce and concept.

VHS screengrabs extracted as primary lookbook imagery, embracing intentional degradation and scan line artifacts as aesthetic language

 

Complete lookbook collection simultaneously captured on VHS creating dual - output imagery —professional stills alongside analog video footage for campaign film

Studio projection system displaying data transmission messages and connection errors onto physical screens — merging digital vernacular with photographic staging

Social Media Strategy

 

The content approach prioritized authentic documentation over polished marketing presentation, using strategic restraint to build anticipation. Complete lookbook content was reserved exclusively for the website rather than distributed across social platforms, transforming the site into a primary destination. Social media functioned as directional content, guiding audiences toward the full narrative experience through carefully curated preview material that established clear hierarchy.

Lookbook

 

Photography was captured using a Contax G2 camera with black and white Kodak film stock, selecting analog photography to create deliberate contrast against the project's digital themes. The analog photographs were combined with VHS screengrabs and early internet-era digital assets to establish a cohesive aesthetic that referenced late 1990s and early 2000s digital culture, creating layered visual storytelling that merged multiple technological eras.

 

Intelligence Matters

Premium imagery without production constraints

 

In 2024, I founded Intelligence Matters, a studio that marries my years in fashion with AI systems. I spearhead our research division, exploring how algorithmic intelligence is reshaping creative expression and visual communication.

 

My approach begins with deep immersion in visual DNA - analyzing existing creative assets to identify signature elements, then training bespoke AI models that authentically extend this visual language. What differentiates my methodology is its emphasis on amplification rather than automation.

 

Through this process, I've developed proprietary training techniques that distill brand DNA into generative systems. This doesn't replace traditional creative methods but liberates them from logistical constraints, enabling visual exploration while maintaining precise creative direction.

Negative Space

ai generated Art gallery

 

In 2025, I founded Negative Space, a digital gallery where AI and human creativity engage through visual expression. The gallery showcases limited-edition digital artworks that exist between artistic intent and algorithmic manifestation.

 

Each collection examines specific conceptual territory through careful curation of visual elements and philosophical inquiry. Unlike commercial AI applications, these works foreground the creative dialogue itself - making visible the conversation between human direction and machine interpretation.

 

The result is not merely images but artefacts of a new kind of creative process, exploring the tensions between absence and presence, chaos and order, human and machine.

Photography

the raw lens