I chose to take a Heritage brand with a deeply classic DNA into Culture Cartel Singapore, the beating heart of Asian street style and street culture. An apparently impossible challenge: engaging a young, nonconformist, visually bold audience with a brand forged in tradition.

The key was a capsule collection built with the same standards of artisanal excellence that define the brand, but translated into a disruptive, countercurrent aesthetic. A clear break from the past, able to speak the language of urban culture without losing its identity.

The result? A winning bet: new sales channels, unexpected collaborations, and a completely renewed positioning. A tangible example of how design can bridge opposite worlds, turning a bold vision into both a cultural and commercial success.