STARFISH
Starfish is a Brooklyn-based clothing brand that explores the intersection of sustainability, handcraft, and unique design. What started as a personal journey of learning to crochet during the pandemic grew into a full-scale creative project blending fashion, art, technology, and culture. The brand represents my ongoing experiment in combining the tactile, intimate world of handmade clothing with the saturated, ever-changing digital landscape.
In a world that constantly debates the merits of technology, Starfish refuses to see craft and innovation as opposites. Rather, it embraces both as essential pieces of the same puzzle—reflecting the hybrid existence we all now occupy. With each garment, design element, and brand experience, I explore what it means to create something deeply personal and human, while still engaging with the boundless possibilities technology offers. Starfish is not about adhering to rigid standards but about discovering new ways of creating, expanding, and experiencing design.
THE LOGO
The logo for Starfish was born out of a late-night doodle—a spontaneous moment of creativity that sparked a larger vision. I started with a playful representation of a fish, loosely modeled on a sardine or trout, overlaid with a star as its fins. The design felt like an interesting juxtaposition of the earthly and the cosmic—fusing the tangible world beneath the ocean’s surface with the mysterious expanse of space above. This was a perfect metaphor for Starfish, a brand that exists in the space between the concrete and the ethereal, the digital and the physical, the past and the future.
The beauty of the logo is in its surrealism: something that makes sense and doesn’t at the same time. The fish embodies the physical, grounding nature of handcraft, while the star points to the unknown—our expanding relationship with technology and our desire to reach beyond the present. As the brand continues to evolve, the logo’s meaning also shifts, reflecting the journey of discovery that defines Starfish.
BRAND INTENTION
Starfish is not about creating a static brand, but about embarking on an ever-evolving journey. Each design decision, whether for a garment or a graphic element, is an experiment—an opportunity to explore, refine, and push the boundaries of what the brand can be. What excites me most is how unpredictable the creative process can be. I often start with one idea, but through the journey of experimentation, it transforms into something I never could have imagined when I first began. This continual evolution is at the heart of Starfish, and it’s what keeps me, as the designer, engaged and delighted in the work I do.
At its core, Starfish is an exploration of what happens when you let go of expectations and embrace the process of discovery. It’s about embracing the unexpected, knowing that the journey itself is just as valuable as the finished product. Even as I push for brand consistency and refinement, I remain open to the surprises that unfold along the way, each new creation challenging me to evolve and grow, just as the brand does.
DESIGN PROCESS AND ITEM CREATION
The design process at Starfish is not just about producing a finished garment, but about discovering new forms, textures, and techniques through experimentation. Each item begins with a broad concept or a moment of inspiration, but I rarely know exactly where it will end up. I approach each creation as a conversation—between my hands, the yarn, the materials, and the ideas in my head.
The journey is filled with unexpected discoveries—new techniques, color pairings, and combinations that I never anticipated. Sometimes, what starts as a simple crochet piece can evolve into something entirely different as the design unfolds. I embrace this uncertainty, knowing that each surprising twist in the process contributes to the unique spirit of Starfish.
This willingness to experiment is key to ensuring that every piece is a reflection of ongoing growth and creative exploration. As I work, I’m constantly refining, pushing, and expanding what Starfish means as a brand. This process leads to new and often delightful outcomes, not only for me as a designer but for the audience who experiences the work.
DIGITAL PROCESS AND INTENTIONS
In the digital space, the process of creation is similarly driven by experimentation and surprise. I mix digital tools with handmade elements to create an aesthetic that feels chaotic, saturated, and vibrant. The digital side of Starfish is where I explore the tension between the raw, imperfect qualities of handcraft and the sleek, layered complexities of digital media. It’s about discovering how these two worlds can coexist in a way that is both surprising and harmonious.
Just as I explore new techniques with yarn and fabric, I dive deep into the digital process, testing combinations of colors, textures, and graphics to create a visual identity that is constantly evolving. The digital elements of Starfish are not an afterthought—they are integral to how the brand feels and how it interacts with our current cultural moment. From over-saturated collage aesthetics to bold, playful design elements, the digital side of Starfish is an essential part of its identity, offering infinite possibilities for exploration.
PHOTOGRAPHY AND ART DIRECTION
Photography and art direction are essential to capturing the journey of Starfish. I use a 2009 digital camera, purposefully embracing its raw, imperfect qualities. This intentionally lo-fi aesthetic adds a layer of nostalgia and rebellion to the brand. The result is a visual language that rejects the hyper-polished imagery often seen in the fashion industry, and instead embraces a raw, DIY spirit that feels personal and authentic.
The photography process itself is an exploration—each shot an opportunity to capture the essence of Starfish as it evolves. I work in environments that feel imperfect, sometimes gritty, always real—reflecting the way Starfish exists in a world of both craft and technology. The art direction amplifies this journey, capturing moments of unexpected beauty and creative discovery.
SELLING PROCESS
The selling process of Starfish reflects the same philosophy of experimentation and community. At pop-up events, I create a space that invites customers to engage with the brand in a hands-on way. The booth itself feels organic, with cardboard signage and butcher-block tables that allow customers to doodle, write, and draw—adding to the chaos of the Starfish aesthetic. This interaction is a part of the ongoing journey that Starfish represents, where customers aren’t just buying a product, but participating in a creative experience.
I also collaborate with other artists, venues, and communities, keeping Starfish as a fluid and organic entity. Trades, promotions, and partnerships are all part of the discovery process—how the brand grows and transforms as it engages with the world.
