An In The Verdant Field client. Strategy and creative by me.
Strategy, website and the 2027 season
Handcrafted kimonos from CaliforniaKimono Cowboys.
A cult festival brand that kept selling out on word of mouth alone. The demand was there. The infrastructure wasn't.
Visit kimonocowboys.com ↗The real problem
Kimono Cowboys didn't need more fans. They had people hunting down the booth and influencers wearing the pieces without being asked. What they needed was somewhere for all that love to land, because the hottest buyers kept hitting dead ends online.
What I noticed
Eight years of sell-outs without a single dollar on ads is not luck. It's a brand people already want to talk about. The leak wasn't at the top of the funnel, it was at the bottom.
The call I made
Don't shout. A brand built on word of mouth doesn't need a megaphone, it needs a front door. So I started with a growth strategy and a competitive landscape, then put the effort into the website and the voice before anything else.
What I built
A full Shopify rebuild: the design brief, the site structure and every word of copy. A voice as handcrafted as the garments, quiet, precise and never shouting, built around the line Cut from a different cloth. Then a social content plan made entirely from photography they already had.
The words
Cut from a different cloth.
Cut, sewn, and finished by hand in California. Made in limited quantities. You will never pass yourself on the street.
Held to the light, the sheer sections reveal a second composition inside the first: one artwork worn against the body, another that only appears when the sun finds it.
What happened
They sold out at EDC 2026. We're now working on the 2027 season together.
The lesson
If people already love you, fix the door before you buy a louder sign.
The work
What I brought
- Growth strategy
- Competitive landscape
- Brand voice
- Website copy
- Shopify rebuild
- Social content plan
- Season planning