Reality to Idea was Joshua Vides's studio brand. As Senior Designer, I led creative development across the full product spectrum apparel, packaging, licensed collaborations, and exhibition merchandise from concept through production.
The Havaianas collaboration was one of the studio's most expansive licensed projects. Given full creative access to the IP, I developed an apparel collection, socks, and two original sandal styles rooted in Joshua's signature 2D aesthetic a visual language that translates with particular precision onto footwear. The collaboration launched with a dedicated pop-up in Venice, California.
The Commercial Break exhibition in Tokyo set a new benchmark for what a studio merch drop could do. Tasked with building the complete merchandise universe for Joshua's solo show at Shibuya Miyashita Park, I designed every piece from concept through production: a custom brand logo system, comic-panel back graphics, all-over print tees, snapbacks, a limited rug, and a Tokyo-exclusive long sleeve. The drop generated six figures in revenue within the first few hours of going online the studio's highest-performing digital drop to that point.
The Home Sweet Home exhibition followed with a deliberately tighter edit five SKUs, designed exclusively for the Tokyo gallery then released online. Cameras, blankets, and ashtrays sold out first, followed by apparel. Fewer pieces, higher demand, stronger collectible value.
