2025
Affinity Clothing Brand
Context
Creating a more empathetic world. That is the vision behind Affinity, a socially conscious clothing brand I founded to merge style with purpose. Each collection highlights overlooked communities and social issues, beginning with a focus on homelessness. Affinity combines apparel, visual storytelling, and nonprofit partnerships to build awareness and spark meaningful conversation.
Challenges
The biggest challenge was finding the balance between fashion and advocacy. Streetwear thrives on cultural relevance and aesthetics, while social impact requires sensitivity and authenticity. I needed to design collections that felt fresh and desirable to a style-conscious audience while also carrying depth and symbolism that honored the stories behind them. Another challenge was building a brand identity from scratch, from naming and logo design to tone of voice, digital storytelling, and long-term vision.
Process
I started by developing the Affinity identity system with a clean, adaptable logo and visual language that could flex across clothing tags, lookbooks, and digital platforms. For the first collection, I researched homelessness and identified visual symbols that could translate into wearable designs without resorting to stereotypes. Sustainable materials and thoughtful packaging reinforced the mission-driven values of the brand.