Q is a letter not a label. Q is for questioning, queens and the qurious.
Q is my new fashion brand concept for genderqueer youth. Creating an accessible & affordable safe-haven, where anybody and everybody is accepted and celebrated. Our denim and letterman jacket creations revive for young queers everywhere the respect they deserve.
"Queer is a mentality not a sexuality." So Q the classroom, Q the metro, Q U!
It's not a moment, but our RAW Movement!
A new brand collection & concept created to compliment & align with G-Star, -aimed at the American market. Inspired by the resilience and determination of women of colour and the rise of Afro-Punk, RAW Movement is an inclusive denim brand for ALL women, regardless of colour, creed, or curviness.
The 6 piece collection and concept were developed and created over the course of 20 weeks, with our team of 6. Photographs taken by Outsider.i (https://www.outsider-i.com/).
Today, consumers demand more from brands than simply a beautiful product. In connection with my denim brand Q. Mx. Questioning was written and created with a dual purpose:
- to serve as an educational tool to promote the idea of gender-queerness & give gender-queer children representation in literature
- to act as a marketing tool, promoting the brand Q and raising brand awareness
The pages to the right are excerpts from my book, and although not published, act as an inspiration to the Mr. Men/Little Misses Official of how to keep their brand relevant in 2017.
Roughhousing, a new denim brand for a new generation. Targeting Generation Z'ers, Roughhousing plays into the counter culture of today. A culture of un-curation. A culture where ugly reigns supreme.
Our winning concept for the ISKO I-Skool Marketing Award 2016, these sample slides illustrate the shock we brought to the denim world.
2016 ISKO I-Skool Marketing Award winners with for our denim brand created around ISKO's new Athleisure fabric. From market research to a campaign launch, our brand 'Roughhousing' left an impression.
Hello/Goodbuy is a new initiative, started by a small collective of students from the Amsterdam Fashion Institute. As former fashion swallowers, we are coming to terms with our own fashion addiction, in hopes of being a resource to others, seeking to become conscious fashion consumers.
The making of a denim head's best friend.
In cooperation with Avery Dennison, we created a re-branding and campaign strategy, supported by in-depth trend research, to make the name Avery Dennison synonymous with denim. For Avery Dennison, denim is an obsession.
Shot as part of a competition via the Nederlands Fotomuseum, "The Future is Ours", taken of my kindergarten class at the time, won 1st prize as selected by Julian Germain himself.
As assistant producer to the AXE team at 72andSunny in Amsterdam, I aided in the production and development of 15+ Instagroom tutorials to coincide with AXE's new global campaign 'Find Your Magic'.
Complete Youtube list is here.
In an extremely overcrowded market, you would have to be crazy to start a new jeans brand. As editor-in-chief of a publications team, being crazy is exactly what we concluded is necessary to succeed. Overseeing and aiding in the writing of twenty denim brand analyses, along with providing essential contextual content, our Denim Almanac provides a psychoanalytical view on the current denim market.
Revamping the identity and website of designer and architect Marten Theeuwsen, we were strongly influenced by his 'less is more' approach to designing. From the copywriting, to the web design, art direction and branding, we created a holistic look and feel.
byAMFI Statement Store
Visuals are being looked upon as if they were icons. Images have become the symbols of our current era, increasing their influence tremendously. Living in uncertain times, with no idea of what the future holds for us, we need to start believing again.
As a member of the Concept Team, Faith was a realization of our thoughts on how modern day imagery is perceived.
byAMFI Statement Store
In fashion time plays a crucial role; defining trends, dictating seasonal collections, and stimulating fast-fashion, having made clothes a disposable product. However, when fashion is changing, when the world is changing and the perspective is shifting, the image of fashion and the industry needs to change too. My brainchild, Waiting Room was born from the shock heard round the fashion world, when Lidewij Edelkoort declared, "Fashion is dead!". The idea is a manifestation of seeing the fashion industry, literally, waiting to see what's next.
Capturing the play element central to the shoe/sock brand Comix, our photo series titled 'Hiatus' is an ode to the adult-children among us; who indulge in a little ole fashioned play during the workday.
Photographer: Monica Monté, http://www.montedeluxe.be
Models: Sam De Baere & JoAnna Keiko
Hair & Make-up: Renée Evelyn Fuller
Art Direction: Travis A. Rice, Malaika Perenboom, & Eleonora Kalabokas
Special thanks to SEVENTYFIVE for lending us your kicks!
As creative manager, my group and I were given two and a half weeks to build a new fashion label from the ground-up. Inspired by a contemporary Dutch Icon, the houseboat, the brand was set in the year 2025 & consisted of a 3 piece collection, brand book, business plan & 3D stand representing our brand experience.
The perpetual struggle of Holland against the water is at the heart of many tales. From Hans Brinker to the North Sea flood of 1953, water has been viewed not as a friend, but rather as a foe. Today’s current threat of rising sea levels brings Holland once again to the brink.
In this world where Mother Nature is challenging conventional notions of humanity, Vessel transcends beyond the realm of normalcy, evolving consumers minds and social constructs to see beyond the limitations of old. To see the relationship between man and water not as one of contrasts, but as one of mutual proportions, Vessel took inspiration from a contemporary Dutch icon.
Inspired by the Dutch houseboat culture, Vessel engineers a new world where tomorrow’s threats become today’s opportunities. No longer limited to land, or rooted in routines, Vessel provides semiaquatic pioneers with a fashion brand designed for their independent and mobile lifestyle on the water. Sea levels may rise, but Vessel helps people rise above.
Sōsu, meaning 'the source' in Japanese, unites the detailed meticulousness of the brand Denham with the bohemian eclectic spirit of our new target group, the Earthy City Moms. Inspired by the traditional sashiko stitching and worship of craftsmanship in Japan, our signature touch is a true poetic ode found only in the details.
Creating a sub-label for the existing denim brand Denham, we executed the look & feel of this new concept into every aspect of our brand; retail environment, collection, & brand book. Targeting the Earthy City Moms, our brand played on the contradicting values of Denham and our target group.