Self-initiated apparel concepts became released WavyNavy merchandise for Babyface Ray, sold online and on tour.
Year
2021
Role
Creative Direction & Apparel Graphics
Initiative
Self-initiated concepts
Release
Tour + Online Merchandise
Black hoodie and varsity-letter T-shirt.01 / GRAPHICS
The graphic direction.
I developed apparel graphics for the F/W21 WavyNavy collection, exploring varsity lettering and character-led merchandise concepts across light and dark garments.
Black WAVY varsity-letter T-shirt mockup.White WAVY varsity-letter T-shirt mockup.White WAVY GANG character T-shirt mockup.
After I shared the concepts through Instagram, the team manager requested the source files for retail and tour merchandise.
My contribution was the concepts, graphics, outreach, and source files. Finished-garment production and photography are shown as release context, not as my work.
02 / COLLECTION
Graphics on the finished garments.
The released collection carried the graphic direction into hoodies and T-shirts, with multicolor lettering appearing across black, white, and camouflage garments.
GARMENT VIEW
Camouflage hoodie and white character T-shirt.
Collection imagery featuring camouflage and black hoodies.
Archived collection promotion.
ARCHIVED COLLECTION PROMOTION
03 / IN CIRCULATION
Released. Worn. In circulation.
The designs moved beyond the initial concepts into merchandise sold online and on tour. The archive brings together finished products, collection imagery, and artist photographs showing the garments in use.
Performance photograph featuring the camouflage hoodie.WavyNavy garments displayed behind a wearer.Studio imagery featuring the varsity WAVY T-shirt.Performance photograph featuring a light-colored hoodie.
The satin bomber visible in some artist photographs is a separate garment and is not attributed to this work.
Release archive Collection records
Browse the design mockups, finished garments, collection imagery, and release records that document the project.
Design mockups
Black WAVY varsity-letter T-shirt mockup.White WAVY GANG character T-shirt mockup.White WAVY varsity-letter T-shirt mockup.White WAVY varsity-letter T-shirt mockup.
Finished garments
Black hoodie and varsity-letter T-shirt.Camouflage hoodie and white character T-shirt.Black hoodie and varsity-letter T-shirt.Camouflage hoodie and white character T-shirt.
Collection and artist imagery
WavyNavy garments displayed behind a wearer.Collection garments in a group setting.Collection garments in a group setting.Performance photograph featuring a light-colored hoodie.Performance photograph featuring the camouflage hoodie.Camouflage hoodie in use.Studio imagery featuring the varsity WAVY T-shirt.Collection imagery featuring camouflage and black hoodies.Camouflage hoodie in an outdoor setting.WavyNavy garments displayed behind a wearer.Collection garments in a group setting.Collection garments in a group setting.Performance photograph featuring a light-colored hoodie.Performance photograph featuring the camouflage hoodie.Camouflage hoodie in use.Studio imagery featuring the varsity WAVY T-shirt.Collection imagery featuring camouflage and black hoodies.Camouflage hoodie in an outdoor setting.
Release records
Archived WavyTrap social story.Archived collection promotion.Archived WavyTrap social story.Archived collection promotion.
About
DETROIT / CREATIVE WORK SINCE 2013
Steven Dawson
Creative Technologist & Founder
I bring creative direction and practical execution to brands and digital products.
My work spans artist identities, released merchandise, live experiences, websites, and software. I help shape the idea, design the experience, and carry the work through to release.
I began in Detroit’s creative community, founding Westhouse and working across artist management, artwork, merchandise, promotion, and live shows. That experience grew into apparel, graphics, independent brands, and digital products.
Through Skylab Creative Group, I design and build websites, systems, and software. My work connects visual identity with the practical details of how an experience works, from the first interaction to the processes behind it.
Some projects call for an independent builder; others call for close collaboration. I’ve founded and operated my own brands, developed commissioned work, and contributed production artwork under another creative’s direction.
Selected projects
The selected projects below come from the same seven-project archive and show different ways that practice takes shape.
