Challenge:
SUBU, an innovative Japanese footwear brand, needed to introduce their cold-weather sandals to a North American audience unfamiliar with the concept — without losing the depth of its cultural roots.

Our Role:
We positioned SUBU as a design-forward, lifestyle-driven product rather than a seasonal utility shoe. Through merchandising support and editorial-style campaigns, we helped the brand speak to the right consumer segments and retail buyers.

What We Did:

• Reframed SUBU’s story for Western markets — from utility to lifestyle
• Developed an elevated visual language for product, web, and retail
• Created merchandising kits for boutique and concept store rollouts
• Supported DTC asset production for e-commerce and social
• Consulted on partnership opportunities with cultural retailers and stockists

Results:
SUBU experienced stronger-than-forecasted sell-through in seasonal markets and gained momentum with lifestyle boutiques and fashion-forward stockists across Canada and the U.S.

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