Designing commercially relevant apparel across value, outlet, and mass-market channels—balancing consumer needs, brand identity, trend, cost, and scale.

Full project case studies coming soon.

PUMA Women’s Prime

Women’s Prime focused on creating trend relevant lifestyle apparel for a defined female consumer tier. My work balanced consumer insight, seasonal trends, brand identity, fit, price point, and commercial needs. I worked across silhouettes, color, graphics, materials, and assortment development to create product that felt relevant to that consumer, connected to PUMA, and right for the business.

PUMA Women’s Value Channel

Value Channel was designed around a specific consumer tier with different needs around product, price, fit, and shopping behavior. My work focused on creating accessible, commercially relevant apparel while balancing trend, brand identity, fit, price point, and volume needs. I developed seasonal assortments and core styles that could continue across seasons through new colors, fits, rises, and product updates while staying connected to the consumer and the business.

PUMA Mens Prime

I spent part of my career designing men’s lifestyle apparel across Men’s Prime, Foot Locker, and collaboration projects, each with its own consumer focus and business needs. The work gave me experience designing for different men’s consumer tiers while thinking about brand identity, trend, graphics, color, fit, and commercial relevance. It also helped me understand how product needs to shift depending on the consumer, retailer, and opportunity.