for me the action is the juice:
four:fifteen.am
collection 1
role: principal designer | creative director
discipline: Brand Identity | Creative Direction
Overview
As creative director and principal designer for four:fifteen.am, I reimagined the brand’s identity while honoring its origins in the iconic 1990s “4:15ers” rave collective. The goal was to capture the rebellious, community-driven ethos of the original scene while evolving it into a modern, fashion-forward brand that could stand out in both the music and retail worlds.
Responsibilities
Creative Direction & Brand Development — Established a cohesive visual identity that balanced nostalgic rave culture aesthetics with contemporary design sensibilities.
Merchandise & Apparel Design — Designed multiple capsule collections, including collaborations with Les Tien and Bakar, ensuring each drop reflected the brand’s DNA.
Retail & Experiential Design — Designed and executed immersive concept spaces for Selfridges London, Maxfield Los Angeles, The Pool Aoyama, and Atmos Shibuya, translating the four:fifteen.am lifestyle into dynamic, sensory retail experiences.
Outcome
The refreshed identity positioned four:fifteen.am as a bridge between the legacy of underground rave culture and today’s global festival fashion scene. The brand resonated with both seasoned ravers and new audiences, delivering impactful collaborations and retail experiences that reinforced its place in the modern electronic music landscape.
les tien collection
role: principal designer | art director
team: courtney ogilivie | ryan lewis | bakar
discipline: Editorial Collaboration | Creative Direction
Overview
I collaborated with Courtney Ogilvie, owner of Les Tien, and British musician Bakar on a special editorial project merging the effortlessly chic aesthetic of Les Tien with the bold, eclectic cultural influence of four:fifteen.am. The goal was to create a visual narrative that celebrated the intersection of contemporary fashion and music culture while preserving the individuality of both brands.
Responsibilities
Creative Direction & Concept Development — Developed a unified editorial concept that balanced Les Tien’s refined minimalism with four:fifteen.am’s vibrant, subcultural edge.
Art Direction & Styling Coordination — Worked closely with Ogilvie and Bakar to ensure the styling, setting, and tone aligned with the vision of both brands.
Visual Narrative Execution — Oversaw the production of a cohesive editorial story that communicated authenticity, innovation, and cross-industry appeal.
Outcome
The collaboration successfully fused two distinct creative worlds, resulting in an editorial that resonated across both the fashion and music industries. By aligning aesthetics and messaging, we produced a body of work that felt fresh, culturally relevant, and true to the DNA of each brand.
brick and mortar retail build-outs
role: principal designer | creative director
Retailers: Selfridges London, Maxfield Los Angeles, The Pool Aoyama, Atmos Shibuya
discipline: Retail Environment Design | Brand Experience
Overview
I led the creative and art direction for the buildout of four:fifteen.am concept shops at Selfridges in London, Maxfield in Los Angeles, atmos Shibuya in Tokyo, and The POOL Aoyama in Tokyo. The goal was to create immersive retail environments that embodied the brand’s aesthetic, engaged customers on a sensory level, and transformed shopping into a memorable brand experience.
Responsibilities
Creative Direction & Environmental Design — Developed the overall vision for the spaces, aligning brand identity with a physical retail presence.
Store Layout & Visual Merchandising — Designed floor plans, curated merchandise placement, and oversaw visual displays to guide customer flow and engagement.
Production Oversight & Collaboration — Managed vendors, fabricators, and internal teams to ensure high-quality execution from concept through installation.
Outcome
The concept shops became more than just retail spaces—they were dynamic, immersive experiences that reflected the energy and style of four:fifteen.am. The buildouts elevated the brand’s presence in prestigious retail locations, attracting attention, fostering customer connection, and driving sales through a carefully curated environment.
