I am founder and current creative director of Existing Condition; a sustainability-focused contemporary fashion organization aimed at transcending green-marketing practices to subvert standards of consumption, and present a new, truly sustainable model for the industry. In addition, Existing Condition puts significant emphasis on inclusivity, transparency, and education of its consumers.

My primary role at the brand aside from directing creative departments and contract work, is garment design. I handle all aspects of in-house production; drafting patterns, producing samples, creating tech-packs, and communicating with manufacturers.

Aside from my primary role as garment designer, I also write all copy for the brand (website, marketing content, show notes, etc.), and direct all business operations (managing a team of five employees, overseeing project timelines, hiring, etc).

Existing Condition - a brand I founded alongside my partner Liam, has a puritan approach to sustainable practice; aiming to go past simple sustainable signalling for the purpose of marketing material and increased sales, to true subversion of the status quo within the fashion industry. In order to differentiate ourselves, and our distinctly honest sustainable goals from the noise of greenwashing happening in the industry today, myself and our marketing team identified the need for communicating this nuanced positioning clearly to our consumer.

One major way we've been able to do this thus far is through associative/comparative techniques. By communicating that we are a "slow-fashion" organization; on the polar opposite end of the spectrum in terms of morals, practice and goals from fast fashion organizations like H&M, Zara, Shein and others, we bypass the difficult task of explaining the differences, and immediately create a distinction.

We developed a comprehensive viral marketing campaign strategy, rolling out content critical of the labor rights violations, material waste, chemical pollutant, and all other forms of non-sustainable practice taking place at the most notable fast-fashion organizations.
The campaign involved several weeks of research, to ensure we had a trusted basis of verified data used to inform our critique. After which we planned, gathered, and edited a significant amount of photo and video content (40-60 unique items), as well as created infographics, and passive physical advertisements.

The campaign involved a multi-platform rollout including Instagram, Tik Tok, Youtube, Google, SEO optimization, proprietary website, publication placements, news articles, email campaigns, physical, and event-based advertisement.

The first collection from Existing Condition "CARBON" featured basic garments, made entirely from textile waste produced by the industry.

Existing Condition debuted a cornerstone product line of the brand; developed using a proprietary technology, our biodegradable basics, which are made completely from waste. Closing the loop of others in our industry.

We restrained CARBON conceptually, to forging associative symbolism between the organization's objectives and identity, and elements of the natural world. With textile colour titles used to reference minerals, digital marketing content laden with nature imagery, and references made to ecosystems around the world.

With the Lookbook video and photos, as well as e-commerce photos needing to be captured in the midst of the Covid-19 pandemic, as an emerging brand, we faced many challenges.
We had to rapidly adapt our original plan of shooting the content outdoors, and recreate the detail and texture rich natural environment, in the cold emptiness of a professional studio; short-throwing projected representations of the outside world, and using lighting techniques to mimic the dancing refraction of the sun's rays in water for example.