THE GENERAL BY VANS

Created original brand concept, environment design concept, product design and marketing strategy for a pinnacle retail boutique concept for Vans. Tasked with authentically connecting the West Coast-based brand to the community I had built through my own boutique, DQM New York, my time at Supreme and Stussy, and as a professional skateboarder, in New York.

The General by Vans was designed as an immersive, experiential brand space to launch Vans’ most exclusive products and host events catered to the local street fashion and skateboarding community. I created the concept, and led the build, launch, merchandising, marketing and retail operations of locations in Soho, New York, Newbury St in Boston, and Williamsburg, Brooklyn.

I commissioned original art and photography by Michael Genovese, Peter Sutherland, Ray Barbee and Sammy Glucksman and furniture by Stephen Kenn.