Rustic-Air™ began as a one-off collaboration, merging artistry and storytelling to craft a pair of sneakers like no other. The concept was simple yet profound: envision a pair of shoes that outlive their wearer, etched with the marks of struggle, perseverance, and optimism. Each pair told its own narrative—finding beauty in the worn and aged.

What started with one pair soon grew into something more, gaining traction on Instagram and leading to numerous custom orders around the world, including a pair for Questlove, drummer for The Roots and an influential figure in music and pop culture. Securing a custom order for someone of his stature was a pivotal moment for the project, bringing added credibility and visibility to the brand.

This momentum inspired the launch of an e-commerce platform, where we expanded the collection to include apparel designed to complement the shoes' aesthetic.

I led the entire brand development process—from naming and shaping the brand voice to designing the logo, building the website, and curating social media content. I also managed production and photography, scouting locations, styling shoots, and visually capturing the brand's essence.

The project stands as a testament to how an idea can evolve through creativity, dedication, and the art of storytelling.