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“Not made for the landfill” is the mission behind Eshos.

I worked closely with the founder of Eshos to shape the launch strategy behind launching a circular brand in an industry often clouded by greenwashing. Through market analysis, we identified a strong opportunity among Millennials and Gen Z — a $9B annual market seeking more sustainable athleisure alternatives.

Together, we defined the brand’s strategic foundation — from positioning and product concept to brand narrative, visual direction, and partnership strategy — creating a cohesive platform designed to support long-term growth.