OLD JJ — Alen Catolico

JOE’S JEANS, Centric Brands
Classic Denim with Modern Innovation

Established in 2001 by Creative Director Joe Dahan, Joe’s is guided by an inherent Los Angeles sensibility. Prioritizing an ideal fit for all, the brand integrates the latest technologies to deliver product that is beautiful, innovative, and fits flawlessly—frequently utilizing stretch fabrics.

With that in mind, our branding and photography aimed to evoke a classic denim aesthetic while highlighting the comfort and range of movement that these new technologies and stretch fabrics provide. The art direction channels a casual west coast mood, underscored by a sense of luxury.

SECTOR Denim, Fashion

SCOPE & SERVICES On-Set Art Direction, Design Direction, Branding, End-to-End Photoshoot Concept & Production, Trim Development, Material Sourcing, Digital Marketing, Process Optimizations, Resource Management

I led the redesign of the Joe’s Jeans website to enhance usability, navigation, and the overall shopping experience. This design prioritized intuitive navigation, a more immersive and seamless journey, while aligning with best practices in e-commerce conversions. By refining the site structure and user interface, the redesign improves accessibility, encourages engagement, and streamlines the path to purchase.

I led the sourcing and development of garment branding, trims, and packaging for Joe’s Jeans, collaborating with vendors both domestically and overseas. I sourced materials ranging from genuine leathers to metals and custom finishes for buttons, ensuring quality and brand alignment.

Additionally, I developed all hangtags and paper packaging, overseeing sampling and production to maintain consistency and a high standard execution and refinement. By managing vendor relationships and production processes, I ensured seamless execution from concept to final delivery, reinforcing the brand’s premium positioning through finely crafted details.

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