ENVE Apparel
From creating the brand voice and position, to building out the collection, I led the internal team at ENVE along with our agency SidFactor in developing the Lifestyle Fall 2022 and Technical Spring 2023 collections.
ENVE asked me to lead them into a new market segment, apparel. Working with our internal creative and commercial teams, along with our external apparel design agency SidFactor, I developed our business and go-to-market plans, creative direction, merchandising, product development/ testing calendar, and creative for the market introduction. In addition to designing and laying out the look book for dealers, I wrote the copy for web and print, and coordinated the email campaigns. Together with the creative team created the shot list and mood boards to ensure the visual messaging lined up with the brand and the apparel line. Some of the initiatives that I undertook on my own, was to challenge our sourcing and design teams to use as much natural and sustainable textiles in the line while maintaining a high-performance technical story. The utilisation of compostable or recycled packaging. The results speak for themselves with some stylish, innovative products that reflect the performance first philosophy of ENVE.