FOOT-IES SOCKS
Foot-ies is an Australian sock and accessories brand distributed across Australia, New Zealand, and international markets. The brand is rooted in outdoor culture and everyday moments, creating expressive, design led products built through seasonal storytelling and collaboration.
A key focus of the brand is licensed partnerships, translating external brand identities into commercial product ranges across graphics, patterns, and packaging. I led design direction across seasonal collections, developing graphic systems, managing production processes, overseeing supplier communication, and ensuring compliance with licensing approvals and brand guidelines. This included balancing creative direction with commercial and regulatory requirements across multiple stakeholders.
AO X FOOT-IES SOCKS
AO x Foot-ies is a collaborative collection with the Australian Open designed specifically for the event by merging both brand identities into a cohesive product range.
I led the design direction, working with the Australian Open visual identity including its logo and colour palette while maintaining Foot-ies streetwear aesthetic. The collection spans sneaker and novelty sock styles using stripes, embroidery, original graphic artwork, and developed pattern repeats integrating elements from both brands into cohesive tennis inspired designs.
The outcome is a retail ready collection balancing statement design with everyday wearability, incorporating more sustainable fabrications.
FOOT-IES SOCKS COLLABORATION
Foot-ies Socks collaborations involved designing collections in partnership with licensed brands, including iconic beer and beverage partners.
Each collection explored seasonal storytelling through references to outdoor living, surf culture, and coastal environments, creating aspirational product narratives across sock ranges.
I developed graphics and repeat pattern systems that translated partner brand assets into cohesive product executions while maintaining consistency with Foot-ies streetwear aesthetic. Working closely with suppliers, I managed colour accuracy and production execution to ensure alignment with licensing requirements.
The outcome is a series of commercially produced collections positioning socks as expressive, moment driven products within retail environments.
