Alexander Lendrum
Partnerships and Collaborations Manager · BELLA+CANVAS
Los Angeles, CA
In My Own Words
I've always had a passion for storytelling and have been fortunate enough to see that passion turn into a career that spans written editorials, interviews, marketing, video and campaign concepts, and content creation in general. Born and raised in Hong Kong, now living in Los Angeles, I've experienced intense positions that typically demanded a holistic approach to my responsibilities. This included helping start—then manage—streetwear imprint HYPEBEAST's print publication, taking over the helm at sneaker/fashion marketplace GOAT's print mag, GREATEST, to running all editorial efforts for culture websites like Unrated (formally Be Street Magazine) and soccer/lifestyle platform, Kicks To The Pitch. While my career predominantly lies within editorial/publication work, I've always been curious to learn new skills and explore different mediums of creative storytelling. I joined Hong Kong celebrity Edison Chen's team to manage all things Marketing for his streetwear brand CLOT, fashion/lifestyle retail store JUICE Los Angeles, and creative agency/incubator 3125C. Most recently, I took on the position of Head of Collaborations and Partnerships at global, premium blank apparel brand BELLA+CANVAS. Arguably diverse in my career journey, I've always been able to immerse myself in researching, digesting, and then sharing worthwhile stories and content, often from a top-to-bottom approach.
Work Experience
Partnerships and Collaborations Manager
BELLA+CANVAS2021 – 2022
This position was new to BELLA+CANVAS, which was created for my hiring. The role included overseeing all partnerships relating to BELLA+CANVAS wholesale and retail, as well as retail collaboration efforts. With collaborations, I spearheaded collaborative capsule collections with like-minded partners, including brands, artists, influencers and more. I was a one-man team that handled everything from pitching and securing the partners, to conceptualizing the collection, working with designers, print shops, in-house QC, logistics and marketing teams, as well as creative/art direction for all marketing assets, and other special projects.
Senior Content Manager
GOAT Group2019 – 2021
GOAT Group is primarily a premium second-hand marketplace for sneakers and apparel. The company also produces an editorial magazine titled GREATEST that was both print and digital, that covers all facets of culture. I was brought on to oversee the GREATEST brand, conceptualizing and producing content for both platforms. This included issue planning, content creation and production, working closely with the creative/art team, and other special projects.
Marketing Director
CLOT / JUICE Store USA / 3125C2018 – 2019
All three entities are owned and led by Edison Chen, with CLOT being an internationally recognized streetwear brand; JUICE Store USA as the U.S. branch of the fashion retailer; 3125C a creative agency/brand incubator. I was hired to manage all marketing efforts for all three entities, which included everything from managing in-brand marketing efforts to social media and PR. In more detail, I worked closely with Edison Chen to conceptualize, produce and execute marketing campaigns for in-house releases, managed all aspects of social media for all three accounts, worked with media for coverage, produced and managed live events, and more.
Editorial Director
Unrated Media LLC2016 – 2018
I was brought on as the Editorial Director of the French-founded, LA-based culture platform Unrated (formally Be Street). My responsibilities had me oversee all editorial components of the culture platform, managing a global team of contributing editors, concept and creative direction for editorial campaigns, content scheduling, interviews, brand partnerships and collaborations, and serving as the main editorial correspondent.
Publication Manager & Senior Editor
HYPEBEAST2012 – 2016
I was brought on to HYPEBEAST to help conceptualize, develop and manage the debut of its quarterly printed magazine: HYPEBEAST Magazine. I assisted our Senior Editor until issue 4, where I then took over as Publication Manager, working closely with HYPEBEAST's founder, Kevin Ma. I also helped develop and co-manage HYPEBEAST's music magazine, titled HYPETRAK. All this included issue planning/concept, content creation and overseeing all production elements for each featured article, as well as printing and distribution. I also assisted in HYPEBEAST's digital platform, among other special projects.
