Project

BLDWN

Marfa, Texas — Spring 2020

8x wholesale revenue growth across three years, finishing as VP of Brand Creative & Design.

The brief: BLDWN, the Kansas City slow-fashion brand, needed to scale wholesale fast without burning the premium positioning that justified its price point: American-made, denim-rooted, carried by the best doors in the country.
My role: Three years, two seats. As Men’s Design Director, designed the full men’s collections, then directed the campaigns that sold them. Promoted to VP of Brand Creative & Design, where ownership handed me brand creative through a leadership transition and I ran it without a creative org above me, with full accountability for the brand’s voice and image.

Marfa, Texas Spring 2020 campaign title card, woman in white in raking light — Campaign — Marfa, Texas, Spring 2020

The move

Design and campaign were never separate jobs. The collection and the world it lived in were conceived together: Marfa, Texas for Spring 2020, where Donald Judd minimalism meets dusty-road approachability. That tension, sophistication on a dirt road, is the brand: a premium fashion house born in Kansas City. I designed the line, then directed the campaign world around it.

BLDWN.com Spring 2020 site design, full page — Web — BLDWN.com, Spring 20

Collection lookbook page and Spring 2020 color palette — Collection design — palette & lookbook

Black denim detail — Product — black denim

Campaign interior, couple against cork wall — Campaign — interiors

Campaign, woman at the wheel of a vintage truck — Campaign

BLDWN e-commerce category page design — Web — e-commerce

Marfa Texas social media rollout, carousel frames — Social — season rollout

Campaign, couple inside a vintage truck — Campaign — on the road

The result

Wholesale revenue grew roughly 8x across my three years. Carried at Nordstrom, Mohawk General Store, Stanley Korshak, and Mario’s. Featured in GQ, Esquire, and WWD. A CFDA member brand.

Next project

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