CRTFD

THE PROCESS

I was directly recruited by the CEO and Founder of CRTFD, a consciousness raising collective of creatives, scientists and designers who produce products ranging from earth-friendly clothing and consumption cafes to cannabis and psychedelics research (Mycosymbiotics), to manage marketing, branding and experiences for various product launches in Los Angeles and Barcelona.

Through fashion, art and experiences, CRTFD wants to highlight the thought-provoking imagery of plant medicine and the practices and guidance around it.  

Upon joining the CRTFD team, I spent years working within the cannabis space, designing experiential marketing events and connecting with canna-friendly artists and communities. Working with CRTFD was a necessary step to growing my personal brand direction, and introduced me to the world of fashion and international event production.

I spent months researching the (sustainable) fashion industry from seed to shirt. I hosted a series of events from Los Angeles to Barcelona. I worked with Los Angeles PR teams on various marketing campaigns.

I worked with creatives and designers in Los Angeles, consulted with sustainable packaging designers and recruited artists and talent for various events. 

My focus was brand strategy, narrative and experiences. 

Ultimately we were able to build one of the most celebrated consumption cafes in Barcelona and a fashion house that creates clothing that aligns with their values and aesthetics. 

THE RESULT

I built the CRTFD brand ethos, narrative and executed the iconic hash event, Legends of Hashish, at the CRTFD Barcelona consumption cafe.

“... Makes CRTFD one of the fashion houses creating clothing that aligns with their values and aesthetics, proudly displaying a joy for the benefits plants bring into our lives – and not just trying to cash in on an awakening.” – Leaf Magazines

CRTFD was featured in:

Hypebeast

Leaf Magazine

MG Magazine

RMR

...and more.

REVIEW

Despite our high goals and abridged timeline, we created a brand that is not only celebrated for its unique values and aesthetics, but a brand that would also become an international endeavor to create products and experiences that challenge the modern standards of retail, branding, and conformism.

‍