2012 - 2017Creative Director, Product DesignerNew York
The brand had previously existed in Australia only and was little known as a niche sneaker brand. The founder wanted to relocate to New York, bring it to the US and European markets and enter the luxury market through a pivot in both product design and branding.
First hire, established entirely new brand philosophy, brand book, guidelines, redesigned website and all digital assets.
Designed an all-new line of products and developed new guidelines for sampling and production. Sourced raw materials (we used vegetable-dyed leather, a tanning process void of heavy metals, only used in some Italian tanneries). Sourced craftsmen in Italy for accessories, developed custom soles and lasts (worked with Vibram and others), oversaw sample development in Italy and China. Oversaw production.
Designed and launched a women's collection, additional accessories, and a few garment pieces. Issued collaboration collections with BDDW and Toogood.
This sole was developed in China and molded out of 100% natural rubber, a process akin to cheese making.This sole development involved 3d clay modeling and hours on CADs, all very new to me and I really enjoyed working on something this sculptural.Happiest on factory floors.All our shoes are handsewn goodyear, a very artisanal timely process we took care to document and showcase.
Directed and created all visual material for website, marketing, customer reach out, press, photoshoots, lookbooks etc.
Launched wholesale business, introduced the brand to US market, held wholesale appointments in Paris each season, held staff clinics and created retail displays for wholesale partners (Dover Street Market, Tiina the Store, Biotop). Created all visual material and store collaterals for our own two NYC retail locations (Bowery and West Village).