DESIGN DIRECTION - ObeyAbout
Led the evolution of OBEY's global men's apparel business by redefining core categories, streamlining assortments, and elevating seasonal collections. Through strategic design direction and merchandising alignment, transformed core business segments into high-growth, high-margin categories.
Role
Design Direction & Global Product Strategy
Challenge
To evolve an established global streetwear brand to meet changing consumer expectations while preserving the authenticity that made OBEY iconic. The opportunity required rethinking product categories, developing globally relevant collections tailored to diverse consumer and regional market needs
IMPACTCategory Transformation
Redesigned the bottoms category through new silhouettes, fit architecture, fabrication, and pricing strategy—growing the bottoms category approximately 10× and establishing bottoms as OBEY's highest-performing cut-and-sew division.
Commercial Growth
Elevated knit and fleece collections through stronger design direction and merchandising strategy, transforming both categories into significant margin contributors while reinforcing the brand's visual identity.
Organizational Impact
Simplified the product creation process by standardizing design methodologies and improving coordination across design, production, merchandising, and sales teams.
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