FALL 2010 VGB Collection - a Karmaloop private label brand.
As Lead Creative at New York’s boutique agency 503Labs, specializing in apparel, marketing, and product development, I led the collective vision behind VGB—a brand concept developed by our team for Karmaloop. We aimed to serve a new wave of streetwear customers: sophisticated, globally minded individuals who had outgrown the loud, pop-art styles of the early to mid-2010s. This consumer valued comfort and had the means for quality but wanted a youthful brand that remained fresh and relevant.
With VGB, we delivered a lifestyle brand that resonated with the maturing streetwear audience. Prioritizing premium fabrics, clever graphics, and luxury-style packaging, we created a brand that balanced high quality with accessible pricing, filling a unique niche in the market.