Where do your clothes really come from? We turned to blockchain to find out.

Diving into the customer profiled we identified a gap in the market and launched our first sustainable, unisex children’s collection.

Working with tech platform Resonance, it allowed us to trace each garment as it moves through the supply chain to ensure that it is made using eco-friendly materials and ethical labor practices. The products are made on demand in a factory in the Dominican Republic, which cuts down on excess inventory and wasted materials.

To celebrate 15 years in business, we came up with the concept to present our Little Minkoff line at the same time as new see-now-buy-now spring collection.

Pushing the brand to go back to the core balancing hard and soft from head to toe.

We hosted ice cream pop-up in celebrations all through NY in honor of our NYFW show where fans can get free decadent sweets and the inside “scoop” on the latest collection.

On the day of the show, consumers were invited to “dress-up” their free ice cream bars using a goodie bag of sweets inspired by our collection, with a global campaign to win a limited edition luxury freeze bag in collaboration with Magnum Ice cream.

Whilst working at Amazon, I saw a gap in the market for an advanced contemporary menswear brand similar to Shopbop.

I pitched the idea to the President and East Dane was born. Named after the original streets of Shopbops Madison offices, East Dane became one of Amazons fashion leading lights.

The website, logo, and all content including the launch video was concerted and produced by myself.

With brands like Rag & Bone and A.P.C. on its roster, East Dane is the go-to destination for effortlessly fashion-savvy guys.

Shot by Guy Aroch, directed by Simon Lee.

Deep, hand-in-hand engagement with nurses and thorough research on the needs of skincare consumers from all walks of life. This is what set the stage for Careisma to deliver on their hopes, dreams and wishes for their healthiest skin.

Simon Lee partnered with a leading skincare developer to combine science-based, dynamic, and transformative new proven ingredient technologies – along with plant-based, organic clean, natural ingredients, including pre and probiotics – to create Careisma skincare. With thoughtful iteration, Careisma’s unique and powerful ingredients were blended into results-driven, proprietary formulas for the face, eyes, lips and hands that freshen, nourish, soothe, replenish, and moisturize to help make skin firmer and more elastic, and reduce wrinkles and age spots. Careisma renews and restores a noticeable, natural glow that brings out your happiest, healthiest skin.

Worked on full marketing from concept to completion including market segmentation strategy.

Simon Lee was commissioned by Rag and Bone and Shopbop to produce a video explaining whats unique about the new Rag & Bone Jean.

In order for this video to stand out from the usual fashion video we wanted it to not only be fashionable and stylish but also informative and educational.

We approached shopbop known for being one of the hottest online e-commerce websites for the newest and latest in fashion for women with a concept for a equivalent dedicated to men only online e-commerce website called East Dane. East Dane does for men what shopbop does for women; providing attainable stylish trends from leading designers as well as up and coming new designers with 24 hours 7 days a week customer service and free shipping.

East Dane is very similar in look and style to shopbop, not only is the interfacing clean, streamlined, easy to use and somewhat resembling an Instagram ad, it but also includes editorial items, look books, product information and recommendations. New to East Dane is 'Curated Assortments' which allows men to find their wardrobe through 'The Shops'. Once you sign up for a free account on East Dane you can personalize your shopping experience by having separate areas for favorite designers, favorite pieces, and a wish list.

We saw an opportunity in the market for an approachable shopping environment that is tailored specifically for the male perspective and their shopping habits, we understand this is not about cloning shopbop for men, but about creating a customized experience for guys with the ultimate combination of merchandise, customer service and usability that meets their needs. East Dane's merchandise assortment is a strategic mix of popular favorites and up-and-coming brands to appeal to every guy, from the creature of habit to the more adventurous type who wants to take a fashion risk but may need a bit of guidance,

Since its launch in 2013 East Dane has become the leading contemporary mens fashion retailer in the USA.

The launch video shot by Guy Aroch and directed by Simon Lee features numerous models including Ollie Edwards, Alana Zimmer, Sara Blomqvist, Dorothea Barth Jörgensen Sheila Marquez and Jeremy Young and aimed at showing East Dane as a place fore the average guy, we wanted it to feel like a place to relax and feel at home.