As one of Horati’s first employees, I helped lay the foundation for the brand in its early years—shaping its identity, voice, and cultural presence within the fashion world. I led the development of the brand book, created launch campaigns, and designed for key retail moments including early store openings. This work helped Horati stand out in a saturated streetwear space, blending visual boldness with a sharp sense of cultural timing. Today, Horati has become one of the most popular streetwear labels in the Netherlands and is rapidly expanding across Europe.