SCREENAGING
Brand Building · Community Building · Product Launch
ROLE Founder & Creative Director
MARKET Los Angeles & New York
DATE Present
SCREENAGING is an independent apparel brand for people who grew up online. It takes the Y2K text tee trend and gives it a zeitgeist twist: surveillance, performance, the exhaustion of being perceived. I built it solo, from the logo and brand identity to the product line, wholesale sourcing, in-house production, and the Shopify storefront.
100+
organic modeling inquiries from one TikTok casting call
8
pieces in the upcoming drop
1
person behind every part of it
The Community Came First
Built an Audience Before a Product
One casting call on TikTok brought in over 100 organic modeling inquiries before a single product existed. No ads, no paid reach. That told me the idea had an audience, so I built the brand around the people who raised their hand.
The Drop
Eight Pieces, One Point of View
3 women's tees, 2 men's tees, 3 PJ sets. Expanding past tees into sleepwear keeps the brand rooted in how people actually live online: in bed, on their phones.
