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REEL
LIFESTYLE
APPAREL CO.
Co-Founder & Brand Owner
Built from the ground up.
Designed, scaled, and operated as a complete lifestyle brand.
Client Overview: REEL Lifestyle Apparel Co.
Industry: Outdoor Lifestyle & Apparel
Project Type: Brand Ownership, Brand Management & Product Development
REEL Lifestyle Apparel Co. was an outdoor lifestyle brand built around fishing, travel, and adventure. As Co-Owner and Brand Manager, I was responsible for the complete creation, growth, and day-to-day operation of the brand from inception through national retail placement.
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My role encompassed creative leadership, product development, manufacturing, sales strategy, and operational execution, building a fully realized apparel brand that connected authentically with outdoor enthusiasts across the U.S.
FOUNDATION
Established REEL as an authentic outdoor lifestyle brand rooted in fishing, travel, and adventure, built to connect with a passionate community rather than chase trends.
EXECUTION
Led every aspect of brand execution, from apparel design and seasonal line development to manufacturing, e-commerce operations, marketing campaigns, and logistics. Transformed the brand vision into a scalable, retail-ready business supporting both direct-to-consumer and wholesale channels.
OWNERSHIP
Co-owned and operated the brand, overseeing creative direction, operations, partnerships, and growth strategy while managing day-to-day business execution.
Goal
To build REEL Lifestyle into a recognizable and trusted outdoor apparel brand by combining thoughtful design, quality products, authentic storytelling, and strategic retail partnerships, connecting with customers who live and breathe the outdoor lifestyle.
BUILT AS A LIFESTYLE BRAND
REEL Lifestyle wasn’t designed as seasonal merchandise, it was built to live where the brand lived. Every product, campaign, and image was created to feel authentic to real outdoor moments, not staged marketing.
Product • Storytelling • Real-world use
National Retail Placement
REEL Lifestyle was carried by national retailers including SCHEELS, with full men’s, women’s, and youth assortments, demonstrating the brand’s scalability from concept to national retail floor.
Retail Strategy • Wholesale Execution • Merchandising
BUILT AS A LIFESTYLE BRAND
REEL Lifestyle was built from real outdoor experiences, not seasonal trends. Every product, campaign, and visual was created to reflect how the brand was actually lived, on the water, on the road, and in everyday moments beyond the product itself.
Product Design • Storytelling • Real-World Use
CONSISTENCY AT SCALE
From apparel graphics and packaging to retail displays and digital assets, every brand touchpoint was designed to work together as one cohesive system, supporting growth without sacrificing authenticity.
Brand systems • Visual Consistency • Retail-Ready Execution
RETAIL-DRIVEN DESIGN
Design decisions were made with retail performance in mind, balancing lifestyle storytelling with merchandising strategy to ensure products translated seamlessly from concept to the retail floor.
Wholesale Strategy • Merchandising
• In-Store Presentation
BUILT TO SCALE NATIONALLY
REEL Lifestyle successfully scaled from a founder-led brand into national retail placement, including full men’s, women’s, and youth assortments carried by SCHEELS, demonstrating operational readiness and brand strength at scale.
National Retail • Growth Strategy • Brand Ownership
