Défier Clothing
Building a Brand
From Scratch
I started Défier in 2017 and developed the entire foundation myself: logo, typography, brand identity, and the core story behind it.
What started with the first designs turned into a fully built brand. Not in an office. Not with investors. But step by step.
I designed every product. Developed fits, graphics, and collections. Set up and managed the webshop. Created content, campaigns, and ads. Organized and shot photo and video.
Planned shoots, worked with models, stylists, photographers, and teams. Handled post-production, product photography, and editing – and yes, also customer service, packing orders, and even printing pieces myself.
I’ve organized events, managed partners, and secured sponsors like Red Bull and Jägermeister. Worked directly with manufacturers, including visiting production facilities in Turkey to oversee quality and processes.
I shipped around 20.000 pieces to customers in 17 countries, including the US and Australia. All of this was built alongside a full-time and later part-time job.
It’s impossible to show everything that went into this project. So I’m sharing my favorite campaign shoots, followed by a mix of photos, screenshots, visuals, and BTS moments to give a raw impression of the process. If I could handle all of this, you’ll handle the chaos of these images.
Tough Drop
Creative Direction, Light, Editing
Photos: Anne Bibas
Heritage Drop
Creative Direction, Light, Editing
Photos: Jonas Berndt
Black Week 2025
Concept, photo, camera, lighting,
sound, cut, color grading
The Black Week is one of the most competitive periods in e-commerce. Almost all brands run aggressive discounts at the same time, while advertising costs rise significantly. In this environment, traditional sale messaging quickly loses its impact.
For Black Week 2025, I focused on the craft of screen printing and chose the washout area as the setting, to capture attention through the creative itself.
The campaign message was integrated directly into a real screen and revealed during the washout. This created a visual where the message emerges organically from the process itself.
