ATIBA JEFFERSON | LA CAPSULE COLLECTION

Client | Mountain Dew

For the lifestyle brand extension of Mtn Dew, Green Label Exclusives, the Mountain Dew brand team had a secret weapon: Aaron. With his expertise in product collaborations, Aaron partnered with the renowned Atiba Jefferson to create an exclusive apparel capsule. This collection was more than just clothing - it celebrated selected photos from Atiba's extensive LA archive, resulting in a unique fusion of street fashion and photographic art.

Collaboration with retailers was crucial. The Atiba Jefferson LA Capsule Collection was launched online with Karmaloop.com and found its way into esteemed skate shops and prominent image accounts such as Primitive, Brick Harbor, CCS, Dr Jay's, and the iconic Urban Outfitters.

Aaron's extensive network in the apparel industry played a key role in clothing design and manufacturing. He orchestrated the creation of photo tees and intricately designed cut & sew sublimated tank tops. Every piece was meticulously manufactured within the US under his watchful eye.

Media played a vital role in the product launch, and Aaron was the mastermind behind it all. Video and photo lookbooks, online banners, a complete takeover of Complex.com & Green-Label.com, and strategic placements on the Complex Media Network were just the beginning. An exclusive DIRECTOR'S CUT video edit with The Skateboard Mag further amplified the collection's reach.

The journey of the collection reached its pinnacle at the HVW8 Gallery in Los Angeles. Under Aaron's guidance, the 1000-square-foot gallery transformed into an exclusive exhibit featuring 100 signed prints from Atiba's Archive. Attendees were gifted these prints at midnight. With a line stretching down the block and a guest list that included legendary skaters and LA's elite, the event was truly sensational.

Metrics

Media Impressions: OVER 20 MILLION
Sell Thru: 2,200 units sold to date

Disciplines

Product Design & Development: Creating a distinct apparel line that resonates with urban culture.
Creative Direction & Team Leadership: Orchestrating collaborations and guiding design teams.
Business Development & Brand Partnerships: Establishing relationships with top-tier retailers and notable personalities.
Talent Curation & Artist Partnerships: Collaborating with Atiba Jefferson to infuse art with fashion.
Content Strategy & Development: Positioning the collection across various media channels.
Content Creation: Crafting captivating photo & video lookbooks.
Licensing & Brand Extensions: Seamlessly integrating Atiba Jefferson's LA archive with apparel.
Brand Identity: Crafting a unique and memorable identity for the capsule collection.
Trend Research: Identifying and capturing the essence of LA street fashion.
Event Production: Transforming spaces into immersive experiences that leave lasting impressions.

THE PRODUCT

THE SKATEBOARD MAG DIRECTORS CUT

Introducing "The Skateboard Mag Director's Cut"! Building on the success of our Promo Video featuring Los Angeles-based Photographer Atiba Jefferson and his exclusive Capsule Collection for Green Label Exclusives, we are thrilled to announce the release of the "Director's Cut Edition". This captivating mini-documentary showcases cameos from prominent figures such as Blake Anderson (from Workaholics), Arto Saari, Eric Koston, Carmelo The Dog, Mr. Cartoon's Lowrider Collection, Paul Rodriguez, Ako Jefferson, Kenny Anderson, and Lee Spielman from Trash Talk, among others. Join us as we delve deeper into the world of skateboarding and creativity!