A New Thread
Company
Year
Role
Credits
The House of Marley
2010-2015
Product & Brand Strategies, Design Direction, Industrial Design, CMF, Design for Manufacture
Senka Agic, Sindre Klepp, Jonathan Hicks, Frank Bleck, Lifestyledesign Inc., Tony Ostrom, Vlad Grodzinsky, Andre LaRouche, Josh Poulsen
Casual rebellion
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This is the story of how a vintage shirt inspired a product strategy.
In 2010, we were approached by Bob Marley’s descendants with a vision to create a brand that honored his legacy. We started with defining values that balanced Bob’s calm, soulful presence with his rebellious attitude toward systemic injustice and the status quo.
Social benefits and sustainability would be a part of the mission from day one.
What would Bob do?
An authentic approach
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How would we create consumer products in the name of a man that cared more about giving and free love than making a profit? As the creative director and design lead, I kept my team focused with a strategy of responsibly and accountability.
Audio products were a logical cornerstone of the product roadmap. But the House of Marley would be a lifestyle brand, not a CE or tech company. The products shouldn’t be slick, they should feel natural. Hemp yes, but not Cannabis (yet). They needed to be accessible but not feel mass produced. To keep costs down, they needed to be simple to make, but our customers would also want a level of personalization.
The spark of inspiration
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The way Bob's sleeves often crumpled loosely at the elbows felt both casual and utilitarian, textural and natural, familiar and yet individual. Using fabric to cover the fit mechanics of a headphone, the bunching would be unique to each listener. It was a simple observation, but led us to prioritize material qualities.
We developed a proprietary fabric blend of Hemp, recycled PET and Organic Cotton, and started wrapping the speaker enclosures too. Fabric was more than a bridge from fashion to consumer electronics, it offered a more sustainable option to achieve a unique and inviting finish. We called it Rewind.
Exploring fabric as catalyst
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The experiments continued as we solidified the brand vibe, all the while referencing Bob’s personal style. Using fabrics allowed us to treat CMF with a more seasonal, fashion based approach. With more variations in colors and print patterns, the line felt personal and custom. The fabrics we developed were an excellent through-line for the brand to extend into other categories. Utilitarian constructions in natural materials evoked a repurposed military aesthetic. It was Guerrilla Lovefare.
All in on materiality
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As the brand matured, we made our approach to materials a focal point. The materials weren’t just a statement about sustainability, they offered functional acoustic benefits and represented a crafted aesthetic unique in the CE marketplace at the time. Fabric wraps, wood accents and regrind polymers have since developed into design trends seen across many industries.
The next year, we added a watch line with recycled metals and sustainable leathers. Vintage military inspired cases with minimal dials kept them feeling appropriately laid back - Island Time was the working title.
Poetry in process
Creative diversity
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Bob Marley was as much poet as a musician. While the design process is very different, I thought it important we maintain a looseness in our approach. The creative process began with internal expressions that guided the raw design intent. Sketches, paired with construction notes, material swatches and quick 3D CAD allowed us to generate prototypes and production models that maintained a soulful, and exciting energy. Working with several JDMs on over 50 SKUs in one year, we had to turn “cowboy CAD” into producible parts extremely efficiently.
Each category has a slightly different process. With softgoods, mood boards outline silhouette and textural vibe and sketches define attitude. Construction explorations quickly lead to early tech pack specifications to begin prototyping.
Developing details
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More advanced products required a deeper level of DFM support. The Legend ANC headphone was created to meet demand for our take on a premium audio experience. To achieve a level of refinement and sophistication worthy of the technology and higher price point, we worked with engineering and production teams to perfect the build. The frame and yoke was cast and machined aluminum. Vegetable tanned leather was used to wrap the ear cups and the latex memory foam of the headband. The ear cup acoustic chamber was backed by a walnut inlay. This model required a micro USB connector for charging, so we angled it in from the side and protected it with a strain relief loop.
The House of Marley brand has continued to use its success as a positive force for change and social impact.
A lasting legacy
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From 2010 to 2015, I personally designed and directed the majority of Marley products. This included brand and product line strategies and packaging. Despite being one of the earliest adopters of sustainability in consumer electronics, my team’s efforts helped grow the company revenue to $60M by just its second year. Since then, The House of Marley brand has continued to use its success as a positive force for change and social impact.
