established 2017 - 2024
Fall line fleeces
At the age of 16, I founded and operated a small business for 8 years — Fall Line Fleeces. Specialising in fleece hats and neck warmers for snowsports and winter weather, all products were designed and handmade by me.
In addition to controlling production, I was the sole designer and operator of the website, fulfilled order shipments, created my logo, and served as the social media curator.
Fall Line Fleeces was grown using social media and through my local community. Each post was designed, edited, and curated by me, with the assistance of content from athletes I supported via sponsorships.
Since I was the sole representative of the brand, I wanted my social media posts to feel like they had a personality, anthropomorphising the perception of Fall Line Fleeces. I did this by using first-person and keeping the tone light in captions, comments, and overall communication. This created a brand that people felt comfortable with, as if it were a friend to them, helping with keeping high levels of recurring customers and separating itself from competition.
I wanted the social media profile to align with the vision I had for my brand. I focused on giving graphic designs a handmade vibe, using my own handwriting for most of the text.
