GUNEL

2018

Case Study:

Redefining Fashion Through Sustainability and Transformation

Brand: GUNEL

Location: Los Angeles

Year: 2018

Role: Founder & Creative Director

Scope of Work: Sustainable Fashion Design, Brand Identity Creation, Immersive Event Design, Community Building

In 2018, I founded GUNEL, a brand dedicated to redefining wearable art by blending sustainability, storytelling, and community. My vision was to create garments that not only nurture the earth but also transform the wearer. Drawing from innovative materials like orange pulp and cactus leather, and using natural dyes, my designs embody the ethos of Earth Jedi—a style that invites wearers to experience the earth within.

Each piece is more than art; it is a "rite of passage," connecting wearers to their potential and to the world around them. To amplify this vision, I crafted a unique brand identity and immersive story world that has come to life through global pop-up events, workshops, and ceremonial gatherings, building a vibrant and engaged community.

Challenges

Crafting a distinct brand identity that aligns wearable art with sustainability and transformation.

Designing immersive experiences that resonate with diverse audiences across the globe.

Balancing innovative material exploration with maintaining the artisanal integrity of each piece.

Process

Brand Identity Creation

  • Designed a cohesive visual and narrative identity for GUNEL, positioning it as a movement of wearable art that bridges sustainability and self-transformation.

  • Developed the Earth Jedi style, a unique concept embodying a harmonious relationship between the wearer and the natural world.

Immersive Pop-Up Events

  • Curated pop-up experiences around the world, combining wearable art exhibitions with interactive workshops, scavenger hunts, and ceremonial tea gatherings.

  • Integrated storytelling into each event, inviting participants to become part of the Earth Jedi narrative.

Innovative Wearable Art Design

  • Pioneered the use of sustainable materials, including compostable fibers and natural dyes, to create avant-garde wearable art.

  • Ensured each piece was not only visually striking but also deeply meaningful, designed to provoke reflection and connection.

Storytelling & Community Building

  • Developed an immersive story world that positioned wearers as Earth Jedi—guardians of the planet, inspired to live mindfully and sustainably.

  • Fostered a global community through intimate gatherings, ceremonial experiences, and shared values of conscious living

Workshops & Education

  • Hosted workshops on natural dye techniques, sustainable materials, and the philosophy behind wearable art, inspiring participants to think differently about what they wear and why.

  • Engaged audiences in collaborative creative processes, further deepening their connection to the brand and its ethos.

Outcome

  • Positioned GUNEL as a leading voice in sustainable wearable art and immersive design.

  • Cultivated a loyal and passionate global community united by a shared vision of sustainability and self-expression.

  • Successfully hosted immersive pop-up events across multiple countries, expanding the brand’s reach and influence.

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  • An image of the Float House.

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