Product Development / Branding / Graphic Design / Shopify Management
Industry
Apparel
E-Commerce
Brand Ownership
Year
2025
ILTHY is not a campaign.
It is a long-term apparel brand built and operated in-house, with more than a decade of product releases, collaborations, and community-driven initiatives.
Underdogs oversees the brand across every operational and creative function.
This is full ownership — from concept to customer.
We lead product development across seasonal drops and collaborations — from initial concept and design to sampling, production coordination, and final release.
Each collection is developed with narrative intent, not just graphic execution.
Product decisions are tied directly to audience insight and brand positioning.
ILTHY’s Shopify platform is fully managed and optimized internally.
This includes:
Storefront updates and optimization
Product page structure
Launch sequencing
Conversion flow refinement
Email marketing and paid media are developed to support each drop, driving traffic and measurable revenue across release cycles.
Organic social plays a significant role in brand growth.
Content is built around storytelling, collaborations, and cultural relevance — reinforcing the brand’s identity rather than relying solely on performance marketing.
Drops are structured moments, not passive releases.
Order fulfillment, inventory management, and customer experience are coordinated as part of the overall brand system.
Owning the operational layer allows the brand to move quickly and adapt in real time.
We’ll integrate Mayor Sandra Morgan in a way that adds legitimacy without turning it into name-dropping.
