A community-driven brand
Business growth fueled by fan engagement and partnerships
Seek Discomfort is the apparel and lifestyle brand for YES THEORY, the YouTube channel with more than 8.5 million subscribers.
In leading the e-commerce business, we conceptualized collections and worked with artists like Ruben Rojas, the acclaimed mural artist from Venice, and Danish typographist Julie Solvstrom to create collections inspired by values that echo in the Yes Theory community. During my time as Brand Director, I oversaw new product development, pricing strategies, and promotions.
ROLE: Brand Management, Marketing, Business Strategy and Partnerships.
Snippets about the work
Co-designed the collection and directed the launch campaign of Seek Love with artist Ruben Rojas.
Worked on launching the Seek Discomfort EU website and the launch exclusive collection.
Produced a collection in collab with Michelle Khare, the mega YouTuber for her documentary release.
Concepted the 'Medley' collection which is about celebrating all that makes you unique as a human.