Primitive Apparel
Design | Direction | Project Management

At Primitive, I led cut-and-sew apparel with the goal of building a product language that matched the level of the brand’s elite, world-class skate team. My approach was to push the apparel toward performance sportswear with a streetwear edge, balancing function, fit, fabrication, and wearability with the graphic attitude and cultural point of view that Primitive was built on. The result was apparel that felt elevated and athletic without losing the streetwear foundation that made the brand resonate in skateboarding.