A commercial practice led by Ryan Williams.
We service brand development, merchandising, and creative strategy.
A commercial practice led by
Ryan Williams.
We service brand development, merchandising, and creative strategy.
vowels
,
Brand Development
,
2024/2025
Consulted on the go-to-market strategy for vowels that spanned content, merchandising & collaborations, and commercial strategy. Our approach drove 200%+ increase in social following while expanding global distribution by over 445% resulting in over 50 doors globally. Developed a merchandising assortment plan that elevated brand positioning, pricepoints, outlining a five year strategy to optimize for scale. Developed an exclusive content series, References, generating 100k+ views and launched a furniture partnership that debuted at Salone del Mobile in Milan.
Merchandising. AW25 Collection.
Creative Strategy. Sam Youkilis
Merchandising. SS26 Collection.
Collaborations. WAKA WAKA.
Brand Direction. AW2025
Merchandising. SS26 Collection.
Creative Direction. 'References' Series
Creative Strategy. AW2024
vowels
,
Brand Development
,
2024/2025
Consulted on the go-to-market strategy for vowels that spanned content, merchandising & collaborations, and commercial strategy. Our approach drove 200%+ increase in social following while expanding global distribution by over 445% resulting in over 50 doors globally. Developed a merchandising assortment plan that elevated brand positioning, pricepoints, outlining a five year strategy to optimize for scale. Developed an exclusive content series, References, generating 100k+ views and launched a furniture partnership that debuted at Salone del Mobile in Milan.
Merchandising. AW25 Collection.
Creative Strategy. Sam Youkilis
Merchandising. SS26 Collection.
Collaborations. WAKA WAKA.
Brand Direction. AW2025
Merchandising. SS26 Collection.
Creative Direction. 'References' Series
Creative Strategy. AW2024
Luna Luna
,
Commerce & Merchandising
,
2022/2024
One of the first hires to lead the resurrection of Luna Luna, the world's first art amusement park that has been lost for 36 years. Developed the commercial strategy and led merchandising from the ground up, translating iconic works from 10+ Artist Estates of the top contemporary artists of the 20th century. Assortment spanned apparel, accessories, toys, and home. Led omnichannel launch strategy that transformed forgotten cultural artifacts into a contemporary brand experience across digital and physical touchpoints.
Commerce. Forgotten Fantasy.
Brand Direction. Merchandising.
Merchandising. Home.
Brand Direction. Merchandising.
Merchandising. Toys.
Partnerships. MoMA Design Store.
Merchandising. Apparel.
Partnerships. Frieze Los Angeles.
Luna Luna
,
Commerce & Merchandising
,
2022/2024
One of the first hires to lead the resurrection of Luna Luna, the world's first art amusement park that has been lost for 36 years. Developed the commercial strategy and led merchandising from the ground up, translating iconic works from 10+ Artist Estates of the top contemporary artists of the 20th century. Assortment spanned apparel, accessories, toys, and home. Led omnichannel launch strategy that transformed forgotten cultural artifacts into a contemporary brand experience across digital and physical touchpoints.
Commerce. Forgotten Fantasy.
Brand Direction. Merchandising.
Merchandising. Home.
Brand Direction. Merchandising.
Merchandising. Toys.
Partnerships. MoMA Design Store.
Merchandising. Apparel.
Partnerships. Frieze Los Angeles.
Ecco.Kollektive
,
Brand Development & Partnerships
,
2021/2022
Launched Ecco.Kollektive at Paris Fashion Week's Palais de Tokyo, positioning Ecco Leather's first consumer-facing platform as a cultural bridge between industrial craft and contemporary design. Orchestrated marketing strategy that elevated a B2B leather manufacturer into the fashion conversation, managing creative talent and distribution strategy across footwear, leather goods, and furniture.
Brand Development. Bianca Saunders.
Brand Development. Kostas Murkudis.
Brand Development. Glen Luchford.
Commercial Strategy. Season One.
Partnerships. Document Journal.
Collaborations. Anne Holtrop.
Partnerships. Kiko Kostadinov.
Partnerships. Peter Do.
Ecco.Kollektive
,
Brand Development & Partnerships
,
2021/2022
Launched Ecco.Kollektive at Paris Fashion Week's Palais de Tokyo, positioning Ecco Leather's first consumer-facing platform as a cultural bridge between industrial craft and contemporary design. Orchestrated marketing strategy that elevated a B2B leather manufacturer into the fashion conversation, managing creative talent and distribution strategy across footwear, leather goods, and furniture.
Brand Development. Bianca Saunders.
Brand Development. Kostas Murkudis.
Brand Development. Glen Luchford.
Commercial Strategy. Season One.
Partnerships. Document Journal.
Collaborations. Anne Holtrop.
Partnerships. Kiko Kostadinov.
Partnerships. Peter Do.
Random Identities
,
Brand Development
,
2018/2020
Launched SSENSE's brand development department by championing a partnership with Stefano Pilati on his independent venture, Random Identities. Developed comprehensive brand identity and go-to-market strategy that positioned Random Identities as a cultural bridge between high fashion legacy and contemporary independence. Managed end-to-end brand development from concept through first customer, establishing the framework for designer collaboration beyond traditional wholesale.
Brand Direction. Debut Campaign.
Brand Direction. Content.
Brand Direction. Content.
Merchandising. FW18 Collection.
Brand Direction. SSENSE Launch.
Brand Direction. Content.
Brand Direction. Content.
Strategy. Commercial Direction.
Random Identities
,
Brand Development
,
2018/2020
Launched SSENSE's brand development department by championing a partnership with Stefano Pilati on his independent venture, Random Identities. Developed comprehensive brand identity and go-to-market strategy that positioned Random Identities as a cultural bridge between high fashion legacy and contemporary independence. Managed end-to-end brand development from concept through first customer, establishing the framework for designer collaboration beyond traditional wholesale.
Brand Direction. Debut Campaign.
Brand Direction. Content.
Brand Direction. Content.
Merchandising. FW18 Collection.
Brand Direction. SSENSE Launch.
Brand Direction. Content.
Brand Direction. Content.
Strategy. Commercial Direction.
SSENSE
,
Brand Development
,
2020/2021
Launched SSENSE WORKS platform while managing a portfolio of strategic brand investments and private label initiatives. Identified emerging brands and cultural partnerships that expanded SSENSE's positioning from retailer to cultural contributor. Drove cross-functional strategy development that created new revenue verticals, elevating SSENSE's credibility within fashion's creative community through strategic brand curation and partnership development.
Brand Development. LU'U DAN.
Brand Development. Petra Collins.
SSENSE WORKS. Jeremy O. Harris.
Arthur Kar x Ferrari.
SSENSE WORKS. Humanrace.
SSENSE WORKS. 88RISING.
SSENSE WORKS. Jeremy O. Harris.
Arthur Kar x Ferrari.
SSENSE
,
Brand Development
,
2020/2021
Launched SSENSE WORKS platform while managing a portfolio of strategic brand investments and private label initiatives. Identified emerging brands and cultural partnerships that expanded SSENSE's positioning from retailer to cultural contributor. Drove cross-functional strategy development that created new revenue verticals, elevating SSENSE's credibility within fashion's creative community through strategic brand curation and partnership development.
Brand Development. LU'U DAN.
Brand Development. Petra Collins.
SSENSE WORKS. Jeremy O. Harris.
Arthur Kar x Ferrari.
SSENSE WORKS. Humanrace.
SSENSE WORKS. 88RISING.
SSENSE WORKS. Jeremy O. Harris.
Arthur Kar x Ferrari.