MARYJANE
Directive: Translate the brand’s "Urban Mobility" narrative into a versatile product architecture that bridges the gap between specialized women's skate equipment and a premium fashion-lifestyle footwear line. The objective was to engineer a scalable product system that maintained subcultural legitimacy while appealing to a high-volume, global consumer base.
Strategy: Leveraged deep-rooted factory vulcanized production know-how and an extensive material library of technical fabrics and premium leathers to develop distinct, cross-category collections. This architecture was designed for modular merchandising, allowing the product to live credibly across disparate retail environments and distribution channels—from core skate shops to high-end fashion boutiques—without compromising the brand’s authentic heritage.