CLIENT SPOTLIGHT
From a Single Mark to a Global Movement: The RediWear Story
Client: RediWear
Role: Creative Director (6-Year Tenure)
Scope: Brand Identity, Apparel Design & Production, Advertising, Print Production, Event Sponsorships, Editorial Design
The Blank Canvas
Every great brand starts somewhere. For RediWear, it started with a single, isolated logo. When I was brought on as Creative Director, the challenge was clear: take this lone graphic and build a living, breathing lifestyle brand around it. They didn't just want merchandise; they wanted a culture.
Designing and Producing the Gear
My first step was to build a scalable visual language that allowed us to branch out from that original logo to create new sub-marks, typography guidelines, and advertising templates. This robust design suite became the backbone of a full-scale apparel line.
I didn't just concept the clothing—I designed and coordinated the production of the entire apparel line, managing the process from initial sketch to final stitch. This ensured the quality of the gear matched the bold new identity we were building. Ultimately, this apparel became the essential uniform for our brand ambassadors.
Igniting the San Diego Culture
With the gear ready, we hit the ground running. We used the apparel line to promote our newly sponsored action sports teams, diving headfirst into skateboarding, flowboarding, motocross, skydiving, and surfing.
We didn't stop at sports. To truly cement RediWear as a cultural staple, we embedded ourselves deeply into the San Diego nightlife and music scene. By sponsoring local bands like Subliminal Trip and EN Young, RediWear became synonymous with the adrenaline and rhythm of the city.
Going Global and Hitting Print
The local momentum was undeniable, and it was time to scale. To capture the incredible stories of our athletes and musicians, we branched out and created Redi Lifestyle, a dedicated online magazine.
Over the course of my six years as Creative Director, we took our sponsored teams across the world to compete. Throughout this global expansion, I spearheaded all campaigns, taking full ownership of producing all print materials. From massive event banners to print ads and editorial spreads, I ensured our physical branding was as impactful as our digital presence. What began as a single logo evolved into a global community and an unforgettable era in action sports.
***ALL PHOTOS ON THIS PAGE COPYRIGHT REDIWEAR & DEVIN CHATTERJIE 2026
Red i was engineered to be more than a linear brand, it was built to be a lifestyle.
STRATEGIC PARTNERSHIPS
By forging strategic partnerships with Red I and WFOx Racing, alongside supporting pioneering projects like the Experimental UCSD Bio Diesel MotoCross Bike and the futuristic Gyrocycle flying machine, the brand successfully positioned itself at the intersection of high-octane performance and technological innovation. These dynamic collaborations served as more than just promotional avenues; they fundamentally aligned the brand's identity with cutting-edge science and elite action sports teams, demonstrating a clear commitment to boundary-pushing engineering and forward-thinking extreme athletics.
CELEBRITY ENDORSEMENTS
The cultural footprint of the brand extends far beyond the action sports arena, having organically captured the attention of prominent celebrities and diverse musical acts. The apparel has been visibly embraced by hip-hop royalty, including the legendary West Coast rapper The Game, as well as Cali Swag District, the dynamic group behind the viral smash hit "Teach Me How To Dougie." This undeniable street credibility seamlessly crosses musical genres, resonating deeply with reggae artists and producers like E.N Young, the eclectic band Subliminal Trip, and many more influential creators. By dressing such a wide array of talent—from rap icons to alternative musicians—the brand has cemented its reputation as a highly sought-after staple of authentic, boundary-pushing street culture.
Special Events
Red I's strategic presence at a diverse array of high-profile special events has been instrumental in significantly boosting brand exposure and elevating its overall profile across multiple demographics. By actively participating in grueling, world-renowned off-road competitions like the Baja 250, 500, and 1000, alongside the intense King of the Desert D38 Race, the brand authentically solidified its rugged, high-performance roots. Simultaneously, Red I showcased its strong commitment to community and environmental sustainability through its active involvement in the Rock The Boat Charity for Surf Aid and targeted Earth Day initiatives. Rounding out this dynamic event portfolio, the exclusive SCIFLY Hangar Parties provided a unique, high-energy atmosphere that merged cutting-edge culture with action sports, ultimately cementing Red I as a well-rounded, influential lifestyle brand.
