Alexander Lendrum: in Los Angeles, CA

This position was new to BELLA+CANVAS, which was created for my hiring. The role included overseeing all partnerships relating to BELLA+CANVAS wholesale and retail, as well as retail collaboration efforts. With collaborations, I spearheaded collaborative capsule collections with like-minded partners, including brands, artists, influencers and more. I was a one-man team that handled everything from pitching and securing the partners, to conceptualizing the collection, working with designers, print shops, in-house QC, logistics and marketing teams, as well as creative/art direction for all marketing assets, and other special projects.

GOAT Group is primarily a premium second-hand marketplace for sneakers and apparel. The company also produces an editorial magazine titled GREATEST that was both print and digital, that covers all facets of culture. I was brought on to oversee the GREATEST brand, conceptualizing and producing content for both platforms. This included issue planning, content creation and production, working closely with the creative/art team, and other special projects.

All three entities are owned and led by Edison Chen, with CLOT being an internationally recognized streetwear brand; JUICE Store USA as the U.S. branch of the fashion retailer; 3125C a creative agency/brand incubator. I was hired to manage all marketing efforts for all three entities, which included everything from managing in-brand marketing efforts to social media and PR. In more detail, I worked closely with Edison Chen to conceptualize, produce and execute marketing campaigns for in-house releases, managed all aspects of social media for all three accounts, worked with media for coverage, produced and managed live events, and more.

I was brought on as the Editorial Director of the French-founded, LA-based culture platform Unrated (formally Be Street). My responsibilities had me oversee all editorial components of the culture platform, managing a global team of contributing editors, concept and creative direction for editorial campaigns, content scheduling, interviews, brand partnerships and collaborations, and serving as the main editorial correspondent.

I was brought on to HYPEBEAST to help conceptualize, develop and manage the debut of its quarterly printed magazine: HYPEBEAST Magazine. I assisted our Senior Editor until issue 4, where I then took over as Publication Manager, working closely with HYPEBEAST's founder, Kevin Ma. I also helped develop and co-manage HYPEBEAST's music magazine, titled HYPETRAK. All this included issue planning/concept, content creation and overseeing all production elements for each featured article, as well as printing and distribution. I also assisted in HYPEBEAST's digital platform, among other special projects.