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Director of Merchandise and Design

Top Management

The Sales Director of Taste of Ink/ Absolute Merch and myself came together and started House of Friends. We were focused on building clothing
lines and merchandise for social media influencers, and clothing brands. Notable clients were Leslie Quezada (2 Million followers), Sofie Dossi
(4 Million followers), Eminem, UFC, Browning, Bylt, and Active Ride Shop.
My responsibilities were to:
• Conduct thorough trend analysis research to identify fashion trends that would be cohesive with our influencer's ethos.
• Drive design direction and color story for design.
• Merchandise product offering with the client and their management.
• Collaborate with influencers and their management on product roll out and marketing strategy.
• Manage vendor relationships and negotiate pricing.

CHIEF CREATIVE OFFICER

• Find suitable sources to manufacturer a variety of goods.
• Confirm auditing and certification of factories.
• Review makers quality control protocols.
• Oversee bulk production orders.

Creative Director / Director of Sourcing

Taste of Ink/ Absolute Merch was an agency and screen printer focused on building clothing lines and merchandise for music artists, social
media influencers, and clothing brands. Notable clients were Jeffree Star (14 Million followers), James Charles (21 Million followers), Blackbear
(13 Million followers), etc.
My responsibilities were to:
• Conduct thorough trend analysis research to identify fashion trends that would be cohesive with our influencer's ethos.
• Drive creative direction.
• Merchandise product offering with the client and their management.
• Manage 10 person design team.
• Create design direction and color story for design team.
• Merchandise product offering with client and their management.

DESIGN DIRECTOR

Grizzly was action sports company that sold skateboards, clothing and accessories. It also licensed three other brands; Skate Mental Skateboards,
Wayward Wheels, and Thank You Skateboards. I managed all the of the brands.
My responsibilities were to:
• Plan development calendars & seasonal line.
• Seasonal market research.
• Manage 8 person marketing and design team.
• Oversee direction, design, and development of all marketing and product categories; printables, cut & sew clothing, accessories and hard-goods.
• Control margins and pricing.
• Budget production buy.
• Manage vendor and factory relationships.


657.251.6219   CUERPA@GMAIL.COM

DIRECTOR OF MERCHANDISE AND DESIGN

XLarge was started in California but is now headquartered in Tokyo. It has had tremendous success in Japan, focused on the street-wear market. I was
initially hired as a design consultant but later hired to plan and execute a marketing strategy specifically for the United States.
My responsibilities were to:
• Develop and execute marketing campaigns to promote the company and its products.
• Find and supply brand advocates those persona's represent the ethos of the brand.
• Art direct photo shoots and video promos.
• Negotiate licensing and collaborations with other brands and artists.
• Calendar and manage digital assets and social media content.
• Track social media and e-commerce data analytics.

MARKETING DIRECTOR SKATE

HUF was a Los Angeles based skate/street-wear clothing brand. I initially was hired to start a SMU program but that soon expanded into the main
clothing line itself.
My responsibilities were to:
• Design new and interesting fabrics.
• Design cut & sew clothing and accessories.
• Design trim and packaging.

SPORTSWEAR DESIGNER

Some of my clients were:
• Lakai footwear • Quiet Life
• Doomsayers	• XLarge

CONSULTANT FREELANCE DESIGNER

Eswic was skate inspired clothing brand started by a owner of RVCA; Jimmy Arrighi. After RVCA was sold he and other prominent members of the RVCA team went to work on this start-up.
My responsibilities were to:
• Plan development calendars & seasonal line.
• Seasonal market research.
• Oversee direction, design, and development of all product categories; printables, cut & sew clothing, and accessories.
• Control margins and pricing.
• Budget production buy.
• Manage vendor and factory relationships.

VP OF MERCHANDISE AND DESIGN

Burleigh Point, Ltd was a holding company that held controlling interest and licenses in a handful of action sport brands like Billabong, Dakine,
Element Skateboards, RVCA, VonZipper, Sector 9, Plan B, and others. At different times these subsidiaries were ran as divisions instead of separate
entities as employees like myself would sometimes be working on projects for multiple brands. I was transferred three times during my tenure
based on the changing needs of the company. Here's a list of the subsidiaries I worked for and what I did there:

BILLABONG
SPORTSWEAR DESIGNER
My responsibilities were to:
• Trend analysis, researching new trends, fabrics and washes.
• Design seasonal cut & sew sweaters, knit shirts, fleece tops and jackets.
• Product develop new fabric and styles.
• Disseminate style information in PLM system.
• Design packaging and trim.


657.251.6219   CUERPA@GMAIL.COM


VONZIPPER
MERCHANDISER
My responsibilities were to:
• Trend analysis, researching new trends, fabrics and washes.
• Plan development calendars & seasonal line.
• Oversee direction, design, and development of all product categories; printables, cut & sew clothing, and accessories.
• Control margins and pricing.
• Budget production buy.
• Visit and negotiate overseas vendors and factories.
• Track sales data analytics.


ELEMENT SKATEBOARDS
SPORTSWEAR & ACCESSORIES DESIGNER
My responsibilities were to:
• Trend analysis, researching new trends, fabrics and washes.
• Design seasonal cut & sew and accessories; short, pants, head-wear, backpacks, belts, wallets, etc.
• Product develop new fabric and styles.
• Design packaging and trim.

MERCHANDISER PRODUCT DEVELOPER DESIGNER

Some of my clients were:
• Adidas	• Quiksilver	 • RVCA
• Abercrombie & Fitch • Odd Future	• Hudson Jeans
• Rock & Republic  • Taylor Made	 • Cleveland golf

Tagtrends was a Chinese manufacturing broker that specialized in accessories and trim. It was headquartered in Hong Kong but I worked in their Huntington Beach, California office.
My responsibilities were to:
• Trend analysis, researching new trends, and fabrications.
• Design accessories and trim; head-wear, backpacks, belts, wallets, labels, patches etc.
• Build and maintain corporate branding; logo, website, etc.
• Design sales presentations.

ACCESSORIES AND GRAPHIC DESIGNER

Joshua Riessen is a Director of Merchandise and Design at HOUSE OF FRIENDS in Provo, UT.

Joshua Riessen

Joshua Riessen

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