The Challenge
With the sneaker resale market booming and streetwear increasingly intersecting with luxury fashion, Defense (DFNS) set out to disrupt the care products category. The goal was to stand apart in a $6 billion global market by creating a lifestyle brand rooted in innovation and sustainability rather than convention.

The Solution
A new eco-conscious brand was built from the ground up, positioning DFNS as the first performance-driven care company designed for the sneaker and streetwear generation. Its identity fused fashion credibility with a bold sustainability story, anchored by product innovations like Airopack® technology and compost-friendly packaging that redefined industry standards.


I drove the creation and execution of the brand from inception, designing the logo, identity, and tone while shaping the entire product ecosystem. This included developing a water-based lineup, innovating with renewable packaging, creating content, and leading creative strategy across digital, retail, and experiential activations. Sustainability was embedded in every detail, from bamboo-based cleaning wipes to sugarcane tubes, demonstrating DFNS’s commitment to both performance and responsibility. The launch positioned DFNS as a credible challenger brand with the power to shift consumer expectations around fashion care toward greener, smarter practices.

Team: JF Maille, Katie-Rose Petley, and Werner Hotzel,