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Brashy Studios - Founding
Description:
From concept sketch to global phenomenon—Brashy Studios began with a vision to create streetwear that transcended conventional categories. Started in a small Los Angeles studio, I developed the initial brand DNA through careful material selection and an aesthetic that combined utilitarian elements with a raw, unfinished quality.
My role encompassed every aspect of the brand's creation: designing the inaugural collection, establishing the minimalist visual identity, directing photoshoots, and building relationships with early stockists. The first collection featured innovative use of PVC and transparent materials—a signature that would define the brand.
The deliberate choice to focus on women's streetwear—an underserved segment in 2011—proved pivotal. By addressing this gap with authentic design language, Brashy Studios established immediate credibility with fashion-forward consumers.
Results:
- Successfully launched with zero external funding
- First collection sold through independently within 1 months
- Established signature material language that became brand hallmark
- Created foundation for authentic brand voice that resonated beyond fashion