YG

With YG, I took the same direct-to-fan mindset I used for Nipsey and pointed it at fashion. I built the online engine so fans could buy straight from the source: clean ecommerce, clear drops, and storytelling that felt like the block, not a boardroom. I treated every launch like an event, not just a product page. Over time, the visuals got sharper, the brand voice got clearer, and the clothes started to feel less like merch and more like a statement. That momentum helped my partner step into the role of Head of Creative for YG400, turning it into a high-fashion brand sitting in top retailers as a luxury line. What started as street loyalty became runway-level energy.