AGOLDE Premium Denim
Brand Identity
AGOLDE is a Los Angeles based premium denim brand with 90s roots. The brand was reintroduced to the market, built from the ground up with a distinct identity, editorial voice and retail strategy designed to stand apart from it's sister brand, Citizens of Humanity.
As a fractional CMO, my mandate was to build the brands identity from the ground up, stand up its marketing infrastructure, create operational systems to support a lean brand team and orchestrate the relationships with press, influencers and retail partners. This included spearheading co-marketing programs with Revolve Clothing, PiperLime(GAP), Opening Ceremony, Aritizia and a 30+ door retail expansion.
The Challenge
Relaunching a dormant brand inside an existing organization comes with a specific set of tensions. AGOLDE had heritage but no active audience. COH had a strong following and customer base that couldn't be simply redirected, it had to be thoughtfully introduced to something new.
The opportunity wasn't just to relaunch a brand but to do so without cannibalizing the equity of Citizens of Humanity, while leveraging the community we already build there.
THE APPROACH
Operational Infrastructure
Before any work could accelerate, the team needed a shared operating rhythm. I designed and implemented a master editorial calendar that spanned both AGOLDE and Citizens of Humanity, mapping content production across all active channels. Consolidating planning into a single source of truth reduced content production cycle time and freed the ream to focus on quality execution rather than coordination overhead.
Brand Identity
In collaboration with key stakeholders I developed AGOLDE's editorial identity: vintage influenced, understated, California-rooted and distinct from COH's more refined, fashion-forward positioning. We produced brand guidelines that directed the visual and copy standards for all launch content, establishing aesthetic reference points that would define the brands early identity.
Retailer Co-Marketing
The most important early relationships for AGOLDE's credibility were its retail partnerships. Opening Ceremony, Aritzia, Nordstrom, PiperLime and Revolve Clothing were key validators for the brand's reintroduction to the market. I led our co-marketing programs and oversaw the production of co-branded digital marketing materials including landing page features, email inclusions and social media posts that ran across both AGOLDE's and our retailer partners owned channels.The co-marketing amplified the brand's reach on day one, well before organic channels had time to mature.
THE OUTCOME
AGOLDE launched with brand clarity, operational efficiency and a community already invested in its success. Within the first year, the brand established a presence that justified its place as a premium independent label not a COH extension, but a peer.
