Naruto Shippuden | Primitive
Creative Direction | Design | Product Development | GTM Strategy

For Primitive x Naruto, I directed the cut-and-sew collection around the contrast between the darker and lighter sides of the Naruto universe, working collaboratively with the internal team to translate that story through product. The Akatsuki pieces leaned into the shadow side of the series, using red pile fleece, oversized cloud iconography, nylon pocketing, and PVC labels to create a more tactile, elevated expression of the artwork. The second story pulled from the brighter, more heroic side of Naruto’s world, with stripped-back single-color character illustrations, large Primitive x Naruto co-branding, and contrast piping inspired by 90s sportswear. Together, the collection used that dark-versus-light tension to connect anime storytelling with skate-driven streetwear, resulting in pieces that felt collectible, wearable, and true to both Primitive and Naruto.