Levi Strauss & Co
Our womenswear is built on a foundation of easy pieces, go-to khakis and special pieces. This selection of women's pants, tops, and other essential apparel is made for your full, layered and well-lived life. My vision for the brand was to relaunch a collection that would reflect the heritage and reliability of the Dockers brand. The reset intended to create a fresh persona for the brand that would encapture the millennial consumer and win them over with legacy styles. As a result, we refreshed our bottoms assortment with a clear segmentation strategy and increased our PC count 24% YOY. I also led sustainability initiatives to convert a majority of our sweaters assortment to recycled poly yarns, resulting in 100% PC environmentally conscious women’s line.
Miista is a London-based footwear/accessories designer house, founded in 2010, with the intention to experiment with shapes and materials without sacrificing quality, wearability, or price. As managing director, I focused on creating a product that was well-made and had a purpose in the market. I wanted my team to feel responsible for the product they released and therefore considered every consumer touchpoint. I worked closely with the Design Director on Creative Direction and maintained a key focus on a 3-year growth model and fundraising. This led to securing funding and opening the first retail locations in London, Barcelona, and Paris. I also led the digital marketing team and briefed social media management on engaging content for our youth consumers. In addition, I managed key relationships with our distributors to grow global sales and create brand awareness.
Miista SS15
“Future Athens” Designed in East London and handcrafted in Spain, SS15 Future Athens collection celebrates the spirit of sports and and beauty of competition.
Miista is a London-based footwear/accessories designer house, founded in 2010, with the intention to experiment with shapes and materials without sacrificing quality, wearability, or price. As managing director, I focused on creating a product that was well made and had a purpose in the market. I wanted my team to feel responsible for the product they released and therefore considered every consumer touchpoint. I worked closely with the Design Director on Creative Direction and maintained a key focus on a 3-year growth model and fundraising. This led to securing funding and opening the first retail locations in London, Barcelona, and Paris. I also led the digital marketing team and briefed social media management on engaging content for our youth consumers. In addition, I managed key relationships with our distributors to grow global sales and create brand awareness.
Miista SS14
“Acquaescapism” Designed in East London and handcrafted in Spain, SS14 Aquaescapsim collection plays with refractory light patterns and colours inspired by the sea.
Levi’s Commuter Series 2013
Engineered for movement. Optimized for the city. The Levi's® Commuter™ Pro Collection provides superior performance-driven designs for the urban cyclist. As the product manager for the Commuter series, I aimed to make a greater impact on the market by doubling down on making the product sustainable. I aimed to reset Levi’s Commuter by evolving performance from polymer-based DWR technology to natural performance for Men’s Commuter Series that achieved 21% unit volume growth in the first year. I also managed mainline men’s tops and had the same intent - to clean up the product. I Increased purchasing value of tops line throughout by sourcing higher quality organic yarns while maintaining profitable margins that led to 22% growth season to season.
