Electronic music is a big part of my ethos. I have been attending and throwing parties since the 90’s, first in Austin, Texas, then later in San Francisco, and around the world. Those friends who I have known since childhood rose to fame over the years, and as they did I celebrated with them and I paid attention. I designed Bassnectar’s album cover and the identity he kept for many years in 2007. In 2013, as EDM was going mainstream, I opened a research file on earned media for the Bassnectar identity and found thousands of images of people who had tattooed the logo I had made onto their bodies. When I saw that I realized that we had crossed over into full cult status with this culture, and it was a culture that I knew very well. As I studied it, I called Scott London, the founder of Zoo York, Baby Phat, and WuWear (WuTang Clan). Scott is a huge fan of electronic music and a fellow burner, and we decided to take on the project as partners. Scott would act as CEO and lend his knowledge of licensing, large scale manufacturing, and experience navigating the industry of hip hop apparel. I would act as creative director, synthesizing the culture, retail development, brand architecture, and handle the product. The result of our efforts was imagining a triple bottom line (for people, for planet, for profit) lifestyle brand for OWSLA Skrillex’s label.


•     Brand Architecture
•     Design Strategy
•     Business Development
•     Product Development


How might we use the transformative power of electronic music and the collective energy of OWSLA’s fan base to build fund raising vehicles that make positive change in communities that need help?



Product Sketches

This is one of the many boards we put together to demonstrate the look we would be creating for OWLSA. The approach was to merchandise and design into the look in order to give a sense of how we would be approaching it.

Merchandise Planning & Product Direction

The intention was to create a brand that delivered men’s wear for the first year, extending to women’s wear the following year. We would be doing 5 collections per year and shipping monthly to all of our retail partners. Our product plan and approach was aggressive, as we already had all of the retail contacts. As we imagined the brand, we did all of the first stage work to develop the product styling we would approach for the first year.

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Meta Story Quad: Brand Architecture

This quad is the method and framework of CO:COLLECTIVE, who I was fortunate to get to work with and learn from on this project.  Shortly after I started building the business case I ran into a close friend, Ty Montague, at wedding in Tuscany. Ty was the head of creative at JWT in NYC. He had recently published a book titled True Story and formed Co:Collective, a new kind of creative agency focused on “story-doing” instead of storytelling.  Ty gave me the book and I carried it with me the rest of the vacation, reading it cover-to-cover before I made it home. I firmly believe in this type of authentic “story-doing” brand architecture, and in empowering brands to create authentic actions which come from the center of their brand to make a positive impact on the world. This image is my first attempt at pulling all of the brand architecture into one image. I will likely iterate on this and transform it into a video.

Meta Story and Mission

This was the heart of soul of what we aimed to create in the OWSLA brand.

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Stage: The World We Are Doing Business In

This is an abbreviation of everything we collected in this area. We spent a lot of time evaluating what the industry was doing from a business perspective, and which brands were emerging to serve this audience. We identified a clear opportunity to create a brand that fully established the lifestyle OWSLA was already doing. However, we saw a deeper opportunity, we could use the transformative energy of the audience and the music to do good for the entire community.

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Why Act Now?

The more time we spent researching, the more we saw a clear opportunity for OWSLA to lead as the culture creator. It was also clear that no one had a greater ambition than making money, and almost no one was trying to do good for the world in what they were giving back to the community. It was merely a commodification that was taking place.

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Participants: Who We Are For “The Fans”

Participants are who we aimed to champion, the fans. We did an exhaustive amount of research across not just OWSLA artists, but all artists in the industry from a quantitative as well as qualitative perspective. As we looked we knew we were breathing the right approach for the design choices we would make in the strategy and product.

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Phase One: Build An Apparel Brand

The first phase outlined the strategy we created for the brand and the products we planned to create. It outlined the full market positioning and what we defined as the opportunity of the brand to really own the space as a leader. We felt it appropriate to paint some of the history as well of how Jay-z had done this in hip hop in a meaningful way previously.

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Phase Two: Retail For A Cause

The Second Phase was a walk through on some initial sketches we created as potential quests OWSLA could do. In each sketch we planned to partner with local Los Angeles non-profit involved in actions in line with the OWSLA ethos, improving lives for the people of Los Angeles. Our strategy was to place pop up stores, and the profits from those stores would go to supporting that cause.

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