Project – Abercrombie & Fitch

Midwest Kids x Hollister Drop 2 featuring Hollister’s first-ever guest creative director, Darryl Brown. This collaboration was inspired by the straightforward and humble ethos of Midwest Kids, a streetwear line founded and designed by celebrity stylist Darryl Brown.

Volume 2 of the Hollister x Midwest Kids collab was about embracing the resurgence of prep by combining it with the vibe of Darryl Brown’s distinct utilitarian style. Taking cues from hard-working workwear, we leaned into army surplus drab olive and paired it with pops of orange both in-studio and through graphic design to deliver an elevated lookbook-style creative direction. As creative director, I led the cross-discipline execution of the product storytelling across all owned, earned, and paid media channels.

Additionally, I conceived the marketing art direction for the collaboration, created the branding, and developed the graphic elements. The art direction was used to brand the store and e-commerce experiences, as well as an in-store launch party at the Franklin Park Mall in Toledo, Ohio.

Year: 2023

Creative Direction: Chris Vestal  Art Direction: Jonathan Theiss,  Molly Haring   Branding and Design:  Jonathan Theiss, Andrew Merritt  Photography  Sincere Dennis,  Gabrielle Shamon, Alaine Whitmire  DP  Kash Khullar  Video Editing and Motion: Julien Turner, Matt Miner