Who We Are
A BLACK-OWNED CREATIVE STUDIO LED BY SEASONED DESIGNER RUSSELL WINFIELD.
With decades of experience, we use a network model to source top talent and empower a diverse pipeline of emerging creatives.
Founder & Creative Director
RUSSELL WINFIELD
Since the early ’90s, Russell Winfield, the first Black professional snowboarder, has bridged snowboarding and street culture, addressing its lack of diversity.
His deep-rooted passion for fashion, music, and art played a pivotal role in shaping brands like Ride Snowboards, Dub Outerwear, and Alpha Numeric, where he built teams and designed products that helped define modern streetwear.
He later partnered with Holden Outerwear and Nike Snowboarding, creating gear for elite athletes. In 2020, his Snowboarder Magazine cover reignited awareness of Black snowboarders, leading to a collaboration with Virgil Abloh on a pro model snowboard.
As a creative director, he has worked with Loro Piana, Arc’teryx, and JBL, constantly pushing creative boundaries. More than three decades later, Russell remains a driving force in outdoor and street culture, inspiring the next generation through his visionary design and innovation.
What We Do
WE SPECIALIZE IN DELIVERING COMPLETE CREATIVE SOLUTIONS.
From ideation through to production, while mentoring and developing the next generation of talent.
Our Capabilities
SERVICING BRANDS AND CREATIVE PARTNERS
who are moving the industry and their communities forward from ideation to go-to-market strategy.
Creative & Design
Inspiration / moodboard
Concepting
Creative direction
Art direction
Branding & identity
Product design
Techpacks
Culture & Community
Community development
Consumer, marketplace & industry insights
Dei initiatives & implementation
Mentorship & youth development
Production & PM
Day to day project operations
Ownership of calendar & work-back schedule
Deliverables tracking
Set up & re-cap meetings with key stakeholders
Management of production vendors
Budget
How We Do It
BY LEVERAGING COMMUNITY INSIGHTS AND INNOVATIVE DESIGN
We craft products, content and experiences that redefine the intersection of outdoor and street culture.
Our Values
COMMUNITY BUILDING
Building a community of creatives and clients who share our holistic values and self belief.
Honesty
Be honest with yourself and build honesty/trust with others.
Humility
Let your work and attitude speak for itself.
Work Ethic
Putting in the work gives you the competitive advantage.
Openness
Think outside the box, push the boundaries. No idea is too big.
Teamwork
Be a team player.
Our Goal
OUTDOORS x STREET CULTURE
Our goal is to authentically connect the outdoors and street culture through products, content, and experiences. Drive innovation, expand access, and increase diversity, creating new opportunities across shared communities.
Past Work
MASTERCRAFT UNION X RUSSELL WINFIELD COLLECTION
Design a collection for MCU that pays homage to 90’s street culture with outdoor influence.
- Designed a capsule collection for Japanese denim brand MCU, inspired by ’90s aesthetics with a focus on silhouette and fabric.
- Collaborated with the in-house team to direct fabric selection, fits, and wash treatments.
- Worked with the photo team to select the model and style the shoot.
- Utilized selvage denim, incorporating various washes and distressing techniques for added depth and character.
- Reworked a military liner into a reversible hooded jacket, featuring a wool sherpa interior for warmth and texture.
Past Work
RUSSELL WINFIELD C/O VIRGIL ABLOH
Co-create with Virgil Abloh to introduce the most groundbreaking snowboard collaboration of all time.
- Worked closely with Virgil on the board graphic from concept to final design.
- Led the seeding and communications plan identifying the right partners to participate in the launch journey.
- Provided creative direction for the campaign shoot and staffing of creative team to execute the project.
- Selected and worked directly with charities that benefited from the sale to support a community give-back initiative.
Past Work
Atlas SnowShoes ‘22
Concept & design a snow-shoe for a younger, more style driven outdoor consumer.
- Added a new aesthetic to an exclusively mountain culture activity
- Worked with local seattle artist, wolf deluxe on custom artwork / graphics
- Applied non traditional color to the rails and poles
- Creative direction on assets for marketing
Past Work
LORO PIANA ALIPINE COLLECTION HOLIDAY ‘25
Partner with Loro Piana to reach a new, younger outdoor demographic through design and creative direction of their holiday ’25 collection / campaign.
- Designed a collection of hard goods and soft goods that embodied the class, sophistication and un-compromised taste of Loro Piana while staying relevant to current outdoor trends.
- Partner with Loro Piana design team to determine fabric, color, fit and overall design ethos for the outerwear and other softgoods pieces.
- Led sourcing and production for the hardgoods, working closely with brands and vendors to meet production needs and deadlines.
- Creative direct and produce the marketing campaign showcasing the collection through photo and video content shot in norway with a crew of local paragliders.
Past Work
ARC’TERYX
NO WASTED DAYS
Partner with Arc’teryx for their global brand campaign: No Wasted Days, to showcase unexpected protagonists in the outdoors.
- Creative direct a short film as part of the Arc’teryx no wasted days global film tour.
- Identify NYC-based non-profit organization hoods to woods and tell a unique story about their connection to the outdoors.
- Lead creative and production team to capture a day in the life style film showcasing hoods to woods journey from the Brooklyn to Big snow, NJ.
Past Work
JBL AUDIO
‘PEAKS ON PEAKS’
Partner with JBL to creative direct, design and curate an on-snow event at Park City, Utah during All Star Weekend 2023.
- Created an on-snow event showcasing the connection between snowboarding’s street style and urban culture.
- Designed a snowboard course for 8 top global snowboarders to showcase their skills.
- Collaborated with athletes’ outerwear sponsors to select key pieces for the event, and worked with artist Travis Spinks to customize these pieces.
- Led the design of the JBL Peak3 headphones, which were introduced for sale for the first time at the event.
- Hired photographer Atiba Jefferson to capture the event and create unique, never been done stylized portraits of the athletes on the hill.
