Unraveling the fashion industry.

Early Majority is a technical outerwear brand for all eventualities and all genders. Founded by Joy Howard, former CMO at Patagonia, Converse, Sonos, and Lyft, the company seeks to reduce its ecological impact through a system of modular, multifunctional pieces. Their membership model encourages people to take an active part in the brand, empowering them to consume less and spend more time outdoors. The result is an ever-growing, supportive community that values art, activism, and adventure.

Early Majority is also trailblazing into the web3 space. Each garment carries a unique identity that can link to the blockchain, the magnetic badges are NFT-enabled, and the company recently launched as a DAO. Members can choose to share ownership and participate in shaping the future of the company.

I supported the Early Majority team as it prepared for and went through launch, and now, as the company goes into a second round of funding. I worked on apparel packaging, clothing labels, hang tags, and their ‘anti-merch map.’ I also designed look books, press kits, and investor presentations. Additionally I created concepts for partner collaborations, event invitations and displays, and social media campaigns.