establishing the DREAMVILLE premium identity
I established Dreamville’s premium tier to expand from merch into elevated apparel and streetwear with higher end materials and deeper silhouette exploration. We sourced from the same mills and factories as luxury streetwear, so the label needed to reflect that standard. I led creative direction for the premium patch as the marker of this tier, turning Revenge Yellow into a clear signal of quality.
I gathered references, wrote the brief, and collaborated with graphic design to define the patch identity, graphic execution, and a black and yellow palette that nods to the Revenge of the Dreamers III platinum era. I set usage rules across apparel and accessories, covering scale, placement, color permissions, and packaging lockups, and I managed stakeholder approvals. I partnered with trim vendors to sample woven and embroidered executions, dialing texture, edge finish, backing, and thread sheen, then established QC to keep the read consistent in production across seasons. I also adapted the system to premium sporting goods, applying the yellow premium patch and Revenge Yellow to the Dreamville x Wilson basketball and its packaging so the premium signal read clearly in sport. The result is a simple system fans recognize at a glance: if it carries the patch, it is premium, authenticated in look, feel, and make.
the gym class PREMIUM collection & campaign system
I conceived and led the Gym Class collection from concept to delivery as the first release in Dreamville’s premium line. I wrote the platform and inspiration, shared the brief with stakeholders, secured approvals, and produced the campaign at the height of the COVID-19 shutdown. With school locations off limits, I secured a closed campus through a principal I knew, and students from the school that the principal selected were in the shoot so the day felt authentic and playful. I enforced strict COVID protocols on set and protected product continuity across every frame.
I directed styling, led the team, and sourced matching sneakers to create a uniform on-camera read that highlighted the new Dreamville socks. Because the drop landed during lockdown, I built a story-led social rollout that carried the product narrative and kept engagement high without in-person retail. The result was a comfort-first statement for a premium line, delivered with clear creative and operational discipline.
the varsity hoodie
establishing a premium varsity design system
I led creative direction on the Varsity Hoodie from brief to production. The intent was a modern classic that reads like a vintage find, rooted in Dreamville’s sports DNA and the founder’s love of vintage memorabilia. I set the color system in signature black and off white, drew from archive inspirations, and defined an oversized, slightly abstract Dreamville mark that became a long running brand motif.
I built and managed the LA vendor roster, cutting and sewing in factories that helped shape streetwear culture. I sourced premium French terry with the right weight and hand, ran fit blocks and grading, and partnered with a best in class screen house to achieve a true vintage ink feel at scale. I drove lab dips, strike offs and QC with production teams to lock consistency across runs, and managed stakeholder approvals to keep the piece true to the Classics line.
To build collectability, I also introduced limited edition colorways, including red and green, and led the launch of those drops. The result is a soft, heavyweight staple that feels discovered, not manufactured, and continues to anchor the collection season after season.
INTRODUCING THE PREMIUM varsity crew neck WITH live instillation launch system
I developed a culture-native launch moment for the updated varsity identity through the Varsity Crewneck, co-conceived with the founder. Partnering across departments with the VP of Creative Services, who brought in his artist collaborator, I shaped the concept and brief, secured Dreamville stakeholder approvals and produced a live wheat-paste installation with the creator wearing the piece. We captured and streamed the process in real time, turning make into media and keeping the crewneck the on-camera hero. The result was a simple, credible introduction that sparked engagement and strengthened the varsity story.
defining a PREMIUM language through trims
I developed a premium trim system that set the tone for Dreamville’s elevated product offering. I led sourcing and inspiration across trade shows and mills, then designed considered details including a branded zipper, woven and embroidered labels, rubberized appliqués, chenille patches and packaging lockups in black, white and Revenge Yellow. I wrote usage rules for scale, placement and finish, aligned vendors on materials and QC, and routed stakeholder approvals. These thoughtful cues read on camera and in hand, signaling premium at a glance and anchoring the look of the line.
premium design exploration
I led design exploration for Dreamville’s premium line, building an innovation pipeline before the platform officially launched. Through ongoing trade shows and market research I sourced a trims vendor capable of producing a custom Dreamville-branded zipper. That detail became a catalyst for the premium strategy, giving us a path to explore higher-end materials and more experimental silhouettes than the Classics line allowed.
I built the production backbone for premium, hiring two production managers to own quality and timelines as we moved into custom patterns, fittings and controlled sampling. I designed a limited-run puffer jacket that featured the Dreamville cloud motif and core colors in black, white and Revenge Yellow, with the branded zipper as a signature element. We released the piece in small quantities on ecomm, secured stakeholder approvals throughout, and earned coverage on Hypebeast, and Highsnobiety, validating the premium direction.
