No. 02 / Retail brand, apparel & environment / 2016 / 2024

UNDRGRND

From REUP to a flagship.

The challenge

A working streetwear store had outgrown its first name and its original footprint. The brand needed room to become a destination: broader in product, sharper in voice, and more complete as a physical experience.

The governing decision

Rebuild the business around one coherent world. The new UNDRGRND identity would live with equal authority on a storefront, a limited drop, an ecommerce screen, a shoe wall, and the details customers touched every day.

What I delivered

A complete Miami retail world spanning identity, original apparel, footwear, ecommerce, campaigns, merchandising, and an independently built flagship. The system operated through eight years of releases, retail, and daily customer use.

8 YEAR BRAND. IDENTITY THROUGH FLAGSHIP.

My role

Founder, Owner and Creative Director

Disciplines

• Brand repositioning
• Retail design
• Apparel
• Ecommerce
• Buildout

Contribution

• Founder, Owner & Creative Director
• Brand strategy, naming & identity
• Apparel design & product curation
• Retail environment & physical buildout
• Ecommerce, campaigns & daily operations

Outcome

• $65K — Sales in the first 60 days after the move to Main Street (UNDRGRND internal sales record)
• 5 — Person team run in house — design, production and retail (UNDRGRND operating record)
• $1M — Revenue line and full P&L owned across eight years of trading (UNDRGRND operating record, 2016–2024)

Founder owned. Built, run and wound down by me between 2016 and 2024. Figures below are from the business’s own operating records.

Visit the live work

All work · Contact