As part of the founding team at The Dudes, I played a central role in evolving the brand from a Berlin concept store and art gallery into an internationally recognised streetwear and lifestyle label. Over the course of 12 years, I contributed across a wide range of creative and strategic areas—helping establish the distinctive visual identity and irreverent tone that became The Dudes’ signature.
In my role as Art Director, I helped shape the brand’s visual direction—guiding seasonal collections, overseeing artist collaborations, and ensuring cohesion across campaigns, packaging, retail, and digital platforms. I developed everything from apparel graphics and lookbooks to store signage, event materials, and social content—working across multiple touchpoints to keep the brand visually sharp and culturally connected.
Alongside visual design, I led all copywriting, building a tone of voice that was witty, character-driven, and adaptable across mediums—from fashion drops and press releases to social captions and pitch decks.
The Dudes has since grown into an international brand, with flagship stores in Berlin, London, Portugal, Bangkok, and the Czech Republic, as well as a strong presence in hospitality and collectables. I also contributed to the development of Cel Mates—a narrative-driven NFT project that extended the brand into animated storytelling, satire, and web3 culture.
