Creative Director and Lead Designer. I build worlds through design turning product into stories that moves culture.
“Pardon my Passion“ - MUI
Creative Director and Lead Designer. I build worlds through design turning product into stories that moves culture.
“Pardon my Passion“ - MUI
‘47 BRAND | NATIONAL RETRO DAY
IN-LINE
FW 18
Category: Inline Headwear Collection
Objective
E-commerce briefed me to create a capsule for National Retro Day (Feb 27), with the goal of establishing an annual, ownable cultural moment for ’47 Brand similar to Nike’s success with Air Max Day. This was the brand’s first effort to position itself within that type of calendar-driven campaign.Creative Direction
The collection pulled inspiration from early ’90s Nike design and culture, particularly Andre Agassi’s neon tennis kits and Nike’s bold basketball graphic tees. The creative goal was to bring that same high energy, rebellious, and colorful aesthetic into team sports.Key Design Details
- Graphics & Patterns: Spray-paint fades, halftones, paper tear effects, and neon brights reimagined in team colors, grounding the retro energy in a sports context.
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Cap Silhouettes:
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Launched in the ’47 Clean Up with snapback (a retro play on a fan-favorite).
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Introduced the ’47 MVP DP with mesh back a deeper crown, wider profile, and carved visor, nodding to popular ’90s cap shapes.
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Launched in the ’47 Clean Up with snapback (a retro play on a fan-favorite).
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Materials: Used Running Tech nylon, a lightweight, sublimation ready fabric that called back to the tracksuit boom of the 1990s while also being functional for spring wear.
- Seasonal Strategy: Designed to hit just ahead of spring aligning retro nostalgia with the seasonal shift toward lighter, performance-oriented materials.
Execution
- Capsule intended for both headwear and apparel, though the headwear was prioritized for launch.
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Debuted online for National Retro Day, Feb 27, creating exclusivity and tying product directly to the cultural calendar.
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Expanded later to select retailers like Fanatics, with design flexibility to be applied across leagues (MLB, NBA, NHL, NCAA).
Creative Impact
- Helped establish National Retro Day as a recurring campaign moment for ’47 Brand.
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Introduced new silhouettes and materials while grounding them in a nostalgic story.
- Balanced cultural relevance (’90s throwback) with seasonal product strategy, ensuring the drop connected emotionally and practically with consumers.