Evolving the Brand Identity
Dairy Boy: After Hours is a capsule collection designed to usher the brand into its next era—one that embraces the duality of softness and edge, prep and nightlife. This project proposes an intentional expansion beyond the coastal daywear identity Dairy Boy is known for, allowing the brand to occupy a more dimensional and year-round space in the market. From moody visual direction to elevated silhouettes, After Hours strengthens Dairy Boy’s potential for longevity by aligning with the evolving lifestyles of its core consumer—social, trend-aware, and always in motion. By tapping into New York City's unique energy, this collection introduces a new cultural relevance and fashion-forward point of view without sacrificing brand DNA.
Creative Reflection
Working on After Hours allowed me to explore the synergy between storytelling, merchandising, and aesthetic identity. This was one of the most creatively fulfilling projects I’ve ever worked on—not just because I believe in the vision, but because it challenged me to think critically about the future of a brand I admire. From building an editorial campaign to imagining merchandising strategy and design direction, I expanded my experience in brand development and creative strategy. This project feels like more than just a collection—it’s a blueprint for how a niche label can evolve while staying true to its essence.
