VFILES — Culture, Merchandising & Brand Development
Leading merchandising and brand strategy at the intersection of fashion, music, and youth culture, developing collaborations, partnerships, and original product lines.
Role
Led merchandise strategy, buying, and brand development across emerging designers and global collaborations
Built partnerships across fashion, music, and culture, connecting product with community and cultural relevance
Execution
Developed high-profile collaborations with brands including ASOS, PacSun, Urban Outfitters, Mountain Dew, Converse and Billionaire Boys Club
Partnered with artists and cultural figures including Justin Bieber, Pharrell, and Lil Yachty on product and campaign initiatives
Launched original product lines and collaborations (Bratz, Juicy Couture, Joyrich, VFILES Yellow Label) across retail and digital channels
Led development and presentation of collections at New York Fashion Week, establishing VFILES as a platform for emerging talent
Built out showroom and wholesale strategy, securing placements with global retailers and driving brand visibility
Outcome
Positioned VFILES as a leading platform at the intersection of fashion, music, and culture
Expanded global reach through strategic partnerships, retail distribution, and press coverage (including Forbes)
Established a scalable model for connecting community, culture, and commerce through product
