Brand Strategy for LETTONNE

Brand strategy and ongoing advisory for LETTONNE, a fashion brand from the Brooklyn-based dance label and multidisciplinary design studio. Working directly with the founders, we shaped a “rave artifacts” fashion brand, built from and for the dancefloor.

Our work together spanned from core brand strategy (defining identity, mission, and sustainability narrative) to go-to-market planning (community, wholesale, e-comm, and awareness KPIs). Working alongside the existing marketing team I refined a scalable framework for content and storytelling and supported wholesale positioning through signature events, strategic partnerships and Fashion Week activations.

The debut bag collection launched in early 2025, with a clothing line to follow in February 2026. Alongside product development, I continue to advise on cultural programming: CENTER BOOTH, a weekly DJ show spotlighting emerging artists; LETTONNE DANCE, an underground rave series; and TECHNO ARTIFACT pop-ups across New York that bring together dance culture, music and fashion into a living brand experience.