Unraveling the apparel industry.

Early Majority, a technical streetwear brand, aimed to disrupt the apparel industry with its innovative layering system, integration of Web3 technology, DAO-based membership model, and commitment to sustainability at every touchpoint. The company was founded by Joy Howard, former CMO of Patagonia, Sonos, and Lyft.

I partnered with Early Majority as it transitioned from a seed-stage startup to an early-growth company, culminating in its acquisition by Mason & Fifth. During our two-year collaboration, the brand raised $5M in funding.

I co-designed the brand identity system, expanding its visual language across packaging, apparel hang tags and labels, iconography, and merchandise. Additionally, I developed marketing and promotional materials, including lookbooks, press kits, event flyers, signage, social media posts, and partner collaborations. I also supported stakeholder engagement and led the design of investor presentations.