i curate vintage and y2k finds into collections based on vibe, then release them as limited drops in store and at IRL markets.

shop the vibe

iI curate vintage and y2k finds into collections based on vibe, then release them as limited drops in store and at IRL markets.

in our high-traffic shop in San Francisco’s Haight-Ashbury, i quickly noticed that so many customer purchases were based on feeling. i started curating drops based on moods, identities, and little worlds.

my best-selling collections are grungy girly, IT GIRL, and corporate baddie.

bay area baddie

this younger generation of SF girlies wanted more than clothing. they were looking for community, a sense of belonging, and people like them.

together we built more than a clothing rack, but a small world of Bay Area Baddies in store online and in real life.

social posts surrounding community-based events consistently outperformed product posts, reinforcing what i already knew..the clothes mattered, but the feeling of belonging mattered more.

demystifying inventory

ever-changing inventory and endless skus makes it challenging to give consumers an accurate read of what exactly to expect on the racks of a vintage store in a given moment on social.

i’ve found that showcasing our collections on social through a mix of styling, educational, and lifestyle content help give our consumer a clear picture of what type of inventory to expect when shopping in store.

looted lands

LOOTED LANDS brought more than 300 Bay Area baddies together for a day of community building and experience-driven shopping. reclaiming the once-popular Powell shopping area, LOOTED LANDS brought energy back to downtown featuring flash tattoos, live airbrushing, a dj, local designers, and vintage vendors.

direct to consumer

most of my career i've spent in rooms talking about target audiences, planning campaigns months or years in advance.

launching LOOTED has given me a direct channel to gen z. a way to get feedback, learn, and stay nimble enough to implement changes in real-time. because nothing is more humbling than a 16-year-old live grilling you.