Established the brand’s unique DNA from its inception, focusing on utilitarian, sport-inspired aesthetic with luxury elements.

Collaborated directly with Reed on blending masculine and feminine details, incorporating fur, leather and intricate ribbed stitch details.

Traveled to Italy to visit Pitti Filati for yarn sourcing and to work hands-on with the factories on yarn selections, stitch techniques, and printing processes.

Developed a mid-priced luxury sweater line produced in China, strategically filling a gap in the market for high-quality yet accessible luxury items.

Engaged local artisans to create hand-knit sweaters exclusively for the runway, showing craftsmanship and individuality.

Led the development of all tech packs, managed all fittings from SMS through production.