Built a new men’s private-label collection from the ground up, using customer data to inform product from concept through commercialization. Partnered closely with Engineering and Merchandising to identify customer needs and translate data, fit insights and product performance into design decisions, then carried those concepts through technical development, fit, sampling and production.
Stitch Fix Men’s: Alesbury
Scope and Details
Senior Design Manager
Role
Men’s Design + Product Development
Focus
Partners
Channels
Engineering, Merchandising, Sourcing + Vendors
Concept development, data-informed design, assortment development, technical design, fabric + trim development, fit, construction, sampling + commercialization
Duties
Stitch Fix E-Commerce
Building the Collection
We approached the new private-label collection by combining customer data, market research and product expertise. Working closely with Engineering and Merchandising, we translated customer preferences, fit feedback and performance insights into product opportunities, then developed those insights into a cohesive assortment.
Research and
Design Direction
Heritage workwear became the starting point for the collection, with RRL serving as a key benchmark for quality, fabrication and considered detailing. The goal wasn't to replicate premium heritage product, but to translate its durability, character and attention to detail into something accessible and relevant to the Stitch Fix customer.
Data-Driven
Design
Working closely with Engineering, we tested product attributes and customer preferences to better understand what men wanted from their wardrobes and where there were opportunities within the assortment. We combined those findings with market research, competitive analysis and product expertise to turn customer behavior into actionable design direction. Insights around fit, fabrication, function, styling and price helped guide our decisions throughout the development process, allowing us to build the new collection around real customer needs while still creating product with a distinct point of view.
**Representative visualization based on the types of
customer feedback evaluated during development.
Listen → Identify → Design
We partnered with Engineering to gather and analyze customer feedback, using testing and recurring themes to better understand what customers truly valued, where product fell short and what they wanted more of.
We paired customer insights with market and competitive research to identify opportunities across fit, fabrication, function and styling, turning broad feedback into clear direction for the collection.
Those insights became a starting point for design, informing everything from silhouette and proportion to materials, construction and functional details. From there, concepts moved into technical development, fit and sampling.
Design + Development
With the product direction established, I led design and technical development from initial concepts through commercialization. Each style was refined through technical design, fit and sampling, balancing the original design intent with construction, comfort, durability, cost and manufacturability. Working closely with my team and vendor partners, we translated each concept into a production-ready product while maintaining the details and quality that defined the collection.
Design
Intent
Premium heritage workwear served as the reference point for an elevated everyday chino. The goal was to capture the character and considered detailing of vintage utility trousers in a versatile, modern fit.
Materials and
Finishes
Inspired by classic American field and work jackets, the goal was to create an everyday layer with the character of heritage workwear, balancing rugged utility with a cleaner, more modern point of view.
Right-hand cotton twill was selected for its balance of structure, durability and comfort. The fabrication gave the chino an authentic workwear texture while remaining soft and wearable enough for everyday use.
A durable cotton shell was paired with a soft plaid lining and contrast corduroy collar, using texture and material contrast to give the jacket depth while maintaining comfort and everyday wearability.
Technical development focused on fit, proportion and construction, including the cut-on waistband, pocketing and internal details. Each element was refined through sampling to balance the intended aesthetic with comfort, durability and manufacturability.
The concept was translated into technical flats defining proportion, pocket placement, collar construction, closures, seaming and topstitching. Details were refined through development to preserve the workwear character while creating a production-ready garment.
Technical Development
Heritage utility, reworked for everyday wear
