I Didn't Design This Shirt. I Found It.
Bryson at The Open, wearing a Reebok Golf polo built from
an actual 1990s archive discovery.
Second build in this SS26 Reebok Golf series with Bryson.
That distinction matters.
This didn't start as trend research or a graphic idea for...
Be an Archivist…Process Work
Recently, I had the opportunity to work on a Reebok Golf project
for Spring 2027.
A few pieces were pulled forward for the 2026 PGA Golf Majors,
including this past weekends US Open.
Having spent real time inside Reebok, I knew the answer was not to...
! Category Design Is Over !
Consumers don’t buy product now. They buy continuity.
They want clothing that moves the way they live,
across environment, community, mood, terrain…activity.
One system. One identity.
Style is no longer aesthetic. It is belonging.
Startups...
𝗛𝗘𝗥𝗘 𝗜𝗧 𝗜𝗦 𝗔𝗡𝗬𝗪𝗔𝗬 >> 𝗜 𝗨𝗦𝗘 𝗔𝗜
There is still a strange tension around saying that out loud,
so here it is:
I use AI.
/ Not to replace design thinking.
/ Not to replace creativity.
/ Not to replace the work.
I use it to help clients see the work more...
