CIVIC Brand Launch
I managed the launch of Taylor Stitch's first-ever sub-brand, CIVIC. Taylor Stitch is a menswear brand, through and through. The Taylor Stitch customer wears canvas, denim, leather, and cotton. CIVIC, was built off of Merino Wool, and other technical fibers, but still with the same commitment to fit, function, and responsibility as its parent company. I was responsible for all parts of the business, including site design, creative direction, brand messaging and positioning, product assortment, merchandising, performance and brand marketing, email and social marketing, partnerships, operations, and 3PL management. As the only full-time CIVIC employee, I grew the business to half a million in revenue in its first year.
CIVIC was about movement, about melding your wardrobe with your life. I produced a collection of media including photos and videos that captured the mood of moving through our cities.
Launch Party
To celebrate the launch of CIVIC we opened up the doors of the Taylor Stitch Valencia St. flagship shop to friends, neighbors, and collaborators. Beverages were donated by partners at Union Wine Co. and Black Sands Beer Co.
We Have No Business Building A Bike.
We set out to build a system to enable movement through the city, and the mode of transportation was critical to that system. We knew how to cut and sew fabric, not how to weld and miter bike tubes. To support the launch, we partnered with Stinner Frameworks, Heritage Bicycles, and Brooks England to create a tool for effortlessly navigating the city, The Dash.
Right, Right, Straight, Then Left.
CIVIC partnered with Faraday Bikes to celebrate bike month and bike-to-work day. I produced an integrated campaign to showcase how a considered wardrobe and a functional form of transportation like the bicycle, can ease movement through the city. Additionally, I championed a donation program benefitting the SF Bicycle Coalition.
The Weekend Travel Giveaway.
CIVIC partnered with Timbuk2 to present the Weekend Travel Giveaway. We collaborated with a social media influencer to visually highlight the versatility of both brands offerings while traveling aboard Amtrak’s Pacific Surfliner with nothing but one bag and a few clothing items.
NYC Pop-Up
To accompany the Weekend Travel Giveaway I executed a pop-up retail experience at Timbuk2’s NYC NoHo location. I invited east coast press outlets to touch and feel the CIVIC collection for the first time.
Press Coverage
As the only full-time CIVIC employee, generating press coverage fell under my responsibility. I worked hard to place CIVIC with endemic and non-endemic media alike. Additionally, I sought a balance between the ever-increasing lifestyle blogs, and more substantial, established media outlets. I successfully placed CIVIC with Outside Mag, Gearpatrol, Field Mag, The Radavist, and coordinated an in-depth interview with Carryology.
