THE SOPHISTICATION
OF STREETWEAR

The founders of Purple Brand Denim approached me with a clear challenge: reinvent their brand platform, and help instill it via a new flagship e-commerce site that they wanted me and my network to build. New product photography, and brand image were also part of the request; elevating the brand to a more cultured, luxury position while staying deeply rooted in streetwear and street culture.
Over the past four years, Purple has experienced exponential growth, becoming the largest denim brand at Saks Fifth Avenue, accounting for 60% of all denim sales at retail. With a loyal following of young POC consumers and strong credibility among tastemakers, sports stars and celebrities, the brand was ready to evolve. The goal? Create a more sophisticated aesthetic to fuel continued growth, especially in international markets where demand was already booming.
After helping Purple define their brand, David brought in designers, art directors, developers Maui and production companies to build the site, establish style guides for design and art direction and create new content.
Since launch, Purple has seen rapid growth across social media and direct-to-consumer sales, with a global rollout underway and new flagship stores opening on Howard Street in New York City and in Houston.

Brand Development
E-Commerce Strategy
E-Commerce Design
E-Commerce Development
Styleguide
Graphic Design
Art Direction
Campaign Creation
Editorial
Product Photography