From first sketch
to final stitch.
Building athletic apparel for the next generation of female athletes- concept through production, end to end.
THE ROLE
DESTIRA- DIRECTOR OF DESIGN & PRODUCT DEVELOPMENT
Designing for
a national partner
When Athleta selected Destira as a design partner, I led the collaboration across 6 seasons - overseeing creative direction, technical development, and production delivery for the full leotard capsule. From sketch to final garment, every decision was mine to make.
NEW CATEGORY EXPANSION
Building from scratch
Expanding a brand beyond its core requires more than new designs - it requires new infrastructure. I built both of these categories end-to-end: new vendor relationships, new fit blocks, new silhouettes systems.
Swimwear
Built entirely from scratch - new vendor relationships, fit blocks purpose-built for swim, original print stories developed in-house, and silhouette architecture across one-piece and mix-and-match styles. Every print is an original illustration.
Activewear
Extended Destira’s reach beyond the gym and into everyday athletic life for kids and teens. New fabrics, new silhouettes, new customer - built to compete in a crowded activewear market with Destira’s distinct creative voice.
CORE BUSINESS
ACTIVE SKU’S ACROSS THE ASSORTMENT
5,000+
Gymnastics leotards
Leotard are Destira’s foundation - and managing them at scale is the job. I oversee full development, fit and performance standards, and a live assortment spanning multiple factory partners.
This category demands both creative consistency and operational precision. Every season, every drop, every size run - held to the same standard.
BRAND COLLABORATION
ATHLETA x DESTIRA
CATEGORY EXPANSION
Building a new customer
I led Destira’s expansion into toddler - identifying the opportunity, designing for a customer that can’t dress themselves while also selling to the parent watching. Those are two completely different briefs in one garment.
The new fit blocks built for smaller proportions, simplified construction for easier dressing, and emotional design appeal that works for both child and caregiver. A new customer segment, incremental value, and a stronger brand story for the whole family.
DESIGN FOCUS
Age specific fit & comfort
PATTERN REVIEW
CORE BUSINESS
STRATEGIC OUTCOME
New customer segment - incremental growth beyond core gymnastics
DESIGN FOCUS
Simplified dressing & wearability
PROCESS & PRODUCTION
FABRIC SOURCING
Design doesn’t stop
at the sketchpad.
I source fabrics, manage factory partners, review cut markers, and walk the floor.
Production is part of the creative process - and owning it is what makes the work scale.
SUBLIMATION PRINTING
PRODUCTION SPECS
PRODUCT CASE STUDY
Want to see how a declining category became one of Destira’s top revenue drivers?
Competition leotard relaunch - +650% revenue growth in 24 months
Head of Product:
Design, Development & Growth
Destira is a women-led brand building athletic apparel for the next generation of female athletes. As Senior Director, I led the full product lifecycle across gymnastics, swim, activewear, and toddler - from original concept and print illustration through sourcing, production, and go-to-market.
I own the supply chain, manage factory partners across multiple countries, set quality standards, and see every product through to the customer. The result: elevated craft, expanded category offerings, and measurable growth in revenue, margin, and production velocity.
Most design directors hand off at the sample stage.
I don’t.
+650%
Revenue growth in competition leotards within 24 months
ORIGINAL CREATIVE WORK
The prints
Every print across Destira’s assortment is original - illustrated by me and my design team, developed in-house from concept through color separation and production-ready artwork. No stock, no licensing. All ours.
4
Categories owned end-to-end: gymnastics, swim, activewear, toddler
10+
Years of technical fashion design experience
5,000+
Active SKUs across the full assortment