ANYTIDES
Snowpants/Apparel Boutique
Founder - Social Media & Content - Designer - Production Coordinator
Handmade boutique brand using trickle-down tactics and market penetration. targeted the freeski industry, using a local crew for the catalyst.
- Founded brand and co-operated everything from creative direction to manufacturing
- Sourced and managed manufacturing partners, coordinating specs, unit counts, and delivery timelines
- Facilitated four retail partners and dabbled in brand collaborations covering six separate projects
- Ran all social media as primary content creator/marketing, focused on community-building using slow marketing
Brand identity
Developed brand identity and creative direction from the ground up, building a fashion-forward apparel company with a loyal customer base spanning 88 countries.
Design & merchandising
Set the brand's aesthetic point of view fashion-forward first, practicality second. Focus on loud colorways and clean designs to stick out from the industry standard.
Balanced style choices against what was actually possible to produce at the quality level the brand needed. Balanced product patterns with handmade limitations.
Continually revised and improved existing products.
Tested unconventional snow pant materials including neoprene, canvas, ripstop, denim, twill, fleece, linen, rayon, etc. in addition to standard 2L/3L treated polyester blend fabrics normally seen in snow products.
Product line expanded from snowpants into full kits ranging from puffys, jackets, hats/beanies, sunglasses, shorts, shirts, hoodies, facemasks, etc.All Embroidered and screen-printing products were made in-house.
Experimental designs and materials led to uncontested products in the market, spearheading what is now a movement of startup snowpants brands in the industry.
Trademark look of our flagship model was removing the outside stitch seen in virtually any other snowpants.
Operations & Partnerships
Coordinated the shift from small-batch/handmade production into contract manufacturing, working directly with vendors on specs and unit counts, orders ranging from 150-300 units per product to supplement handmade products and address demand.
Managed delivery timelines across a season's production cycle, from initial order to finished goods, typically ranging from $25k-$30k in orders.
Prospected and pitched to outside retailers and potential collaborators, handling outreach and relationship-building.
Sourced and managed a team of ten to sixteen brand-sponsored athletes, setting expectations for how they represented the brand.
Content & Community
Built a content approach around a small number of meaningful posts rather than constant output, utilizing relatability and transparency to build loyalty instead of volume to build reach.
Organized photography, editing, and filming for the majority of original content, following social media trends and tracking metrics to identify the most successful content.
Handled all customer interaction directly through social media, helping to maintain the brand's voice.
Planned and orchestrated in-person brand events, photoshoots, and content procurement.
