After name exploration and development of the AE77 Premium Denim brand, my partners and I set about the creation of the shop experience. I began to weave the narrative of relaxed upscale combined with repurposed, natural elements. Familiar yet surprising combinations.

With the shop concept in the works, and the logo finalized, I was asked to create all of the On Product Marketing and worked side-by-side with the great fashion team at AE to develop all the minutia of branding across the line.