The challenge: To create graphic tees that satisfied both my parental and designer needs.
The solve: Do what you love. I created a small t-shirt and sweatshirt line that spoke to my son's interests—but were also relevant to others. Because this was a passion project, the branding and packaging reflected my personal taste and were vintage-inspired. But the website, emails, and social media deliberately took a cleaner and more modern approach for a broader customer base. In my off-hours, I set up shop in a couple of boutiques around Brooklyn. I assembled hangtags, set up store displays, sourced and hand-sewed patches to the garments, and oversaw printing at a friend's parents' print shop (a literal "mom-and-pop"). Design included: branding, product graphics, packaging, website, emails, in-store display, and product photography. Direction included: print production and model photography.