I'm a creative force from Los Angeles, a music junkie, and a Lowrider owner/enthusiast with a unique voice that blends multiple cultures, perspectives, and disciplines to create. I am an art director, brand developer, illustrator, fine artist, and graphic designer. At my core, I'm a self-motivated multitasker with a passion, devotion, and commitment to the power of art, design, and music. I believe in the importance of play in all creative endeavors.

Graduated from Pasadena Art Center College of Design - BFA with honors in Illustration and Design
instagram: demetrius_rfc

Prime Collection

The Prime collection represents the pinnacle of cycling apparel, meticulously crafted to provide an unparalleled riding experience. This line embodies sophistication, where every stitch and seam is designed with the rider's performance and style in mind. The garments are constructed from the inside out, ensuring that comfort and functionality are at the heart of each piece, enhancing every moment spent on the bike.

Our strategy for the Prime collection is as thoughtful and deliberate as the apparel itself. We've adopted the tagline "For Your Best Day" to encapsulate the collection’s essence—offering riders the finest attire for their most memorable rides. We ventured to the majestic landscapes of Alaska, a backdrop that mirrors the grandeur of the Prime collection. With a narrative centered around a genuine couple, a boyfriend and a girlfriend, we captured the essence of shared adventure and peak performance. They are depicted conquering the open roads, clad in the sleek elegance of the Prime collection, fully immersed in the joy of their best day together.

This campaign is not just about selling clothing; it's about selling an experience—a promise that with the Prime collection, every ride is transformed into a journey of balance, refinement, and timeless beauty. We aim to connect with cyclists who seek to elevate their ride, making every outing an occasion to look and feel exceptional.

Photographer: Cameron Strand
Services:  Art Direction, Creative Direction