a-young-adult-woman-sitting-in-a-industrial-complex-sporting-a-sans-halo-sweatshirt-anjes-design

sans

Brand strategy / Direction / Production

Co-created a PETA-approved vegan fashion brand proving ethical clothing could be cool and contemporary—folded due to investor pullout, but established my aesthetic foundation.

Overview
Vegan clothing occupied a market gap: most brands focused on ethical messaging but delivered low-quality products that didn't fit contemporary urban lifestyles. I co-created sans—a PETA-approved clothing line in the Greater Seattle area—to prove vegan fashion could be cool, comfortable, and aesthetically elevated. The name is an interpretion of reflection and the fleeting nature of life and its inevitable decline.

Year: 2018
Role: Direction and design
Photographers: Will MacNeill, Sean Gumm, Niel, Shahid RGRS
Videographer: Shahid RGRS
Stylist: Sarah Ward
Models: Brandi Vicks, Joyee Tan, Catherine, Mikaela, Juliette, Jean, Will
Problem
The emerging eco-fashion market was stuck. Existing plant-based clothing lines prioritized messaging over quality and design. Materials felt cheap. Aesthetics weren't contemporary. For conscious consumers (24-33, urban-dwelling), there were minimal options that balanced ethics with style and comfort. There was an opportunity to redefine a fashion category.
Solution
As creative lead, I handled end-to-end production over 8 months—my second project taking concepts from direction through final application. The aesthetic composition was the differentiator—avant-garde techniques and contemporary design where most vegan fashion felt dated or sacrificed style for ethics.
  • Brand identity: Logo, positioning, visual system, name dev
  • Product design: Started with the goal of creating "the most comfortable sweater ever"—prioritizing quality and fit over virtue signaling
  • Creative direction: Art directed photographers, videographers, stylists for lookbooks and campaigns
  • Go-to-market: Website/e-commerce, social campaigns (grassroots, organic), sales sheets
  • Production: Cut-and-sew, custom first articles, material testing
Outcome
The brand launched and gained organic social traction–achieving PETA approval—proving cruelty-free fashion could meet high design standards. However, the brand folded when our investor pulled out early—we didn't generate revenue fast enough despite product-market fit.
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mary — mariana — chrome sparks

Mariana

without — really love — d’angelo and the vanguard

Really Love

halo — distant land — madlib

Distant land

flowers — after the morning — nujabes

After the morning

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