Founder | Creative Director | Designer
I co-founded a functional luxury brand of womenswear merging updated classics with hi-tech fabrics. Brought product to market via direct channels and worked across all aspects including creative, design, production, web design and operations
The athletic apparel boom was at a peak, but there is still a huge leap from fashionable athletic into the workplace and everyday.
For young urban dwellers, many still work in traditional industries for whom ‘fancy sweats’ was not practical for the everyday.
We set out to bring all the advances in textile technology into classic tailoring with our clean aesthetic for all the comfort and performance of athletic apparel into an everyday lifewear brand.
After extensive testing of available products on market, focus groups, fabrics and materials research and development we settled on an initial capsule wardrobe of 8 essential pieces.
We chose to debut via Kickstarter campaign to test initial product interest, receive user feedback, and to build awareness before e-commerce launch. We made over 150% of our goal, and was able to successfully deliver our products to supporters.
See project at Kickstarter