Eddie Bauer

“Wear life out.” That was the white-hot insight—and, eventually, tagline—that (a) fell out of a late-night brainstorm session and (b) changed my path as a creative forever.

As a junior copywriter, I had the privilege of pitching Eddie Bauer with an incredible senior team at i.d.e.a., where I worked from 2014—2016. The brand had a legacy of performance, but was headed the way of ‘dad jeans’… until we scratched an itch for younger adventurers looking for gear that reflected their identities and experiences that transport. The work was fun as hell, and the teamwork that it produced still inspires me to this day.