Transformed the fashion business from logo-driven merch into a gender - fluid lifestyle collection that reflected the founder's authentic approach to style, creativity, and self expression. Moving beyond fan-centric drops, repositioning the apparel towards a design-led, elevated aesthetic rooted in quality, versatility and emotional connection.

Developed a cohesive brand and product architecture that bridged ready to wear, knits and accessories, creating pieces that spoke to a real fashion customer while preserving the playfulness and inclusivity that defined the brand.