Mobility Optimism Beauty Soul
The luxury sport-lifestyle brand MOBS is inspired by the nomadic mobility of the Maasai tribe. Using their vast ingenuity, the Maasai people formed sandals out of discarded rubber tire treads, rubber scraps and crafted beads. These beautifully simple and efficient sandals transported the Maasai on their endless journey and became the inspiration for MOBS.
As the head of footwear design on a small team, I worked along side the founders to establish the brand identity, develop a consumer profile, and build a supply chain suitable for a D2C sales strategy. In addition to product design and development, I managed the website development, established and managed the brand’s multi-channel social media marketing campaigns, and managed an external agency for social media and website content creation.
The North Star was selected as the brand logo as it is the brightest star in the sky and has guided people on their journeys for centuries.
FALL 2017
The first season featured the Tread Collection, a modern court construction with four silhouettes. To deliver on the brand direction, all outsoles were inspired by tire tread design, using modern athletic constructions, premium upper and lining materials, and hidden discovery details.
SPRING 2018
The second season revolved around travel and breathability, and featured a vibrant color palette. It included the launch of two new constructions in addition to seasonal updates on carry-over styles. The Rue featured a cupsole construction with translucent TPR bottom, a removable molded EVA drop-in footbed, engineered knit upper and leather lining. The Grid, a modern runner construction featured multiple uppers for different wear-use occasions, a leather-based casual jogger lace up and an engineered knit slip on.
FALL 2018
The third season, titled New Nomads, focused on rugged footwear that serves the modern explorer and featured a color palette inspired by nature with rich vintage tones. It included the launch of the off-road inspired Grid Alpine TR boot and the Grid Phase TR knit sock runner in addition to seasonal updates on carry-over styles.
