I collaborated with Reed to established the brand’s unique luxury DNA from its inception, focusing on blending masculine and feminine details combined with utilitarian and sport-inspired aesthetics.

Traveled to Italy to visit Pitti Filati for yarn sourcing and to work hands-on with the factories on yarn selections, stitch techniques, and printing processes. I engaged local artisans to create hand-knit sweaters exclusively for the runway, highlighting craftsmanship and individuality.

I developed a mid-priced luxury sweater line produced in Asia, strategically filling a gap in the market for high-quality yet accessible luxury knitwear.

Led the development of all tech packs and managed all fittings from proto to SMS through production.