$2.1M
3
Sold-out and events across multiple continents
(North America, Asia, Africa, Oceania)
Physical retail stores in multiple locations
100k+ garments sold
Gross Revenue
Years Active
Auckland 900CAP
Toronto 700CAP
Japan 820CAP
Houston 800CAP
Role: Founder • Creative Director • Community Builder • Marketing
(Ticket sales from shows not included)
Built and scaled a fashion brand that evolved into a cultural movement.
Building a Fashion Brand
An attachment worth putting to skin..
community and identity.
From the beginning, I positioned the brand and built It as message before it was ever a product - a symbol of independence, self-belief.
I started it at 16 after recognizing a gap in New Zealand’s youth culture.
What followed wasn’t just customers, but a loyal community of 16–26 year olds who saw themselves reflected in the ethos. The clothing became a uniform for a mindset.
The result was a movement that transcended product, with thousands attending events, meetups, and supporters literally tattooing the symbol on their bodies. This proved that when you build identity and community first, commerce follows.
results
The adjacent subculture of live underground shows heavily intersected with the audience for our fashion brand, so we hosted our own highly specific marketing campaigns, which built the association further through live shows and our brand’s identity.
(a few key shows)
Global Show Impact
Wanna see more? Check my portfolio page!
$2.1M
3
Sold-out and events across multiple continents
(North America, Asia, Africa, Oceania)
Physical retail stores in multiple locations
100k+ garments sold
Gross Revenue
Years Active
Auckland 900CAP
Toronto 700CAP
Japan 820CAP
Houston 800CAP
Role: Founder • Creative Director • Community Builder • Marketing
(Ticket sales from shows not included)
Built and scaled a fashion brand that evolved into a cultural movement.
Building a Fashion Brand
An attachment worth putting to skin..
community and identity.
From the beginning, I positioned the brand and built It as message before it was ever a product - a symbol of independence, self-belief.
I started it at 16 after recognizing a gap in New Zealand’s youth culture.
What followed wasn’t just customers, but a loyal community of 16–26 year olds who saw themselves reflected in the ethos. The clothing became a uniform for a mindset.
The result was a movement that transcended product, with thousands attending events, meetups, and supporters literally tattooing the symbol on their bodies. This proved that when you build identity and community first, commerce follows.
results
The adjacent subculture of live underground shows heavily intersected with the audience for our fashion brand, so we hosted our own highly specific marketing campaigns, which built the association further through live shows and our brand’s identity.
(a few key shows)
Global Show Impact
Wanna see more? Check my portfolio page!
