FASHION + MEDIA
A Life Well Dressed is a global creative design and consultancy firm located in Los Angeles California. We believe every brand has a story and every story is a brand. We blend the two for clients, partners and brands to transform moments into a lasting experience TO BE WORN WELL and MADE VISIBLE TO THE WORLD.
We capture the signals in culture and translate them the way FM radio carries sound, the driver of the culture we grew up on before TV. We learned to listen first, dub what was hot and pay attention to the street, because meaning travels through the change in frequency, not the volume. Culture is always transmitting: in the fit, the layers, the hat, the colors, the memory worn. We tuned out the noise and pay close attention to what is REAL.
We know how to read the signal and translate it, so the message rides clearly above the static. A team, a city, or a game day is the carrier wave, and the people are the meaning. ALWD turns that meaning into fashion, media, and elevated products that sound, read and look like the place it came from.
LA PROPER™ BY ALWD
LA PROPER™ × Foot Locker | Headwear Campaign & Creative Production
ALWD transformed a hat campaign into a journey across Los Angeles County. From Compton to Hollywood and Long Beach, the LA PROPER™ campaign for Foot Locker connected headwear with the people, places, and automotive culture that define West Coast style. Featuring an iconic West Coast automobile and emerging talent, the campaign brought the collection to life through location-driven photography, styling, and music.
Creative Services: Campaign Development · Casting · Location Scouting · Styling · Production · Principal Photography · Music Production
Creative Partners: Campaign Development & Production by ALWD · Styling by Mrs Chrish · Photography by Mike Warren, WRN Creative, and Pherran Brown, Visuals by PB
Partnership Focus: Retail Campaigns · Headwear & Lifestyle · Los Angeles Culture
DC PROPER® for WSH COMMANDERS
Washington Commanders × DC PROPER® | Custom Varsity Jacket Design
Celebrating 90 years of Washington football and the team’s introduction as the Commanders, ALWD designed, developed, and delivered a custom DC PROPER® varsity jacket that carried team heritage into contemporary style. Organically worn by star athletes during stadium walk-ins and postgame interviews, the jacket became a visible expression of team pride—extending the collaboration from fan apparel into sports, fashion, and culture.
Creative Services: Varsity Jacket Design · Product Development · Production & Delivery · Campaign Development · Product Placement · Celebrity Gifting
Partnership Focus: Sports & Fashion Collaborations · Athlete Style · Team Heritage
A COMMUNITY BEHIND WASHINGTON
Washington Commanders × DC PROPER® | Licensed Apparel & Brand Collaboration
Four consecutive sell-outs. More than 50 million organic impressions. Over $10 million in estimated earned media value (EMV).
ALWD’s Washington Commanders × DC PROPER® collaboration brought Washington, DC style to licensed fan apparel, connecting team loyalty with the city’s cultural identity. Embraced by men and women across the country, the collection generated visibility across social platforms, YouTube, and in-stadium activations—transforming a distinctive product experience into valuable media exposure.
Creative Services: Collaboration Strategy · Apparel Design · Product Development · Retail Activation · Fan Engagement
Distribution: Fanatics Team Stores · Fanatics.com · Ronald Reagan Washington National Airport (DCA) · Event Experiences · alifewelldressed.com
Partnership Focus: NFL Licensed Apparel · Sports & Fashion Collaborations · Omnichannel Retail
DC PROPER ® CAMPAIGN
DC PROPER® × Foot Locker | Brand Launch & Music Campaign
Inspired by Lee Morgan’s Search for the New Land, ALWD brought DC PROPER®’s Foot Locker launch to the banks of the Potomac River, the Reflecting Pool, and The Wharf. Featuring Washington, DC’s DuPont Brass, the campaign connected the city’s musical energy, waterfront landscapes, and cultural identity through fashion and visual storytelling.
Creative Services: Campaign Development · Casting · Location Scouting · Styling · Production · Principal Photography · Music Clearance · Editing
Campaign Development & Production: ALWD
Partnership Focus: Retail Launches · Music & Fashion · Washington, DC Culture
COMPTON FLIGHT CREW® Campaign
Compton Flight Crew® | Brand Design & Aviation Heritage Campaign
Inspired by the history of Compton/Woodley Airport and the legacy of the Tuskegee Airmen, ALWD created Compton Flight Crew®—an apparel brand connecting aviation, culture, and community. Through brand design and visual storytelling, the campaign brought Compton’s lesser-known aviation heritage into focus, celebrating a legacy of ambition, possibility, and flight.
Creative Services: Brand Development · Apparel Design · Campaign Development · Casting · Location Scouting · Styling · Production · Principal Photography · Music Clearance · Editing
Creative Partners: Campaign Development & Production by ALWD · Videography by Visuals by PB, Pherran Brown
Partnership Focus: Heritage Storytelling · Aviation & Culture · Fashion & Lifestyle Campaigns
CFC X FOOt LOCKER
Compton Flight Crew × Foot Locker | Brand Launch & Creative Campaign
Rooted in Compton’s agricultural history and community pride, ALWD developed and produced the Compton Flight Crew launch campaign for Foot Locker. Featuring the founder of Peace of Mind Compton and its community space, the campaign celebrated local voices and found beauty in the city’s everyday surroundings—supporting a sold-out retail launch across Compton and Los Angeles.
Creative Services: Campaign Development · Casting · Location Scouting · Styling · Production · Principal Photography · Music Clearance · Editing
Creative Partners: Campaign Development & Production by ALWD · Videography by Visuals by PB, Pherran Brown · Principal Photography by Mike Warren, WRN Creative
Partnership Focus: Retail Launches · Community Storytelling · Fashion & Lifestyle Campaigns
CREED in BALTIMORE SOUL®
CFG Bank Arena | Custom Artist Gifting & Apparel Design
Inspired by the band’s rebellious spirit, ALWD designed and produced custom motorcycle vests for each member to mark their tour stop at CFG Bank Arena in Baltimore. Each vest translated the band’s identity into a personal keepsake, connecting music, style, and the live concert experience through bespoke artist gifting.
Creative Services: Concept & Pitch · Custom Apparel Design · Product Development · Procurement · Production & Delivery
Partnership Focus: Artist Gifting · Venue Partnerships · Music & Entertainment
DC PROPER® FOR THE WSH CAPITALS
Washington Capitals × DC PROPER® | Stadium Series Jacket Design
Inspired by the players, ALWD designed, developed, and produced custom DC PROPER® Stadium Series jackets for the Washington Capitals. Reimagining a traditional jacket through a luxury lens, the collection connected hockey heritage with contemporary player style. Featured in exclusive NHL-produced content, the jackets extended the collaboration’s visibility beyond the stadium into sports, fashion, and storytelling.
Creative Services: Custom Jacket Design · Product Development · Apparel Production
Partnership Focus: NHL & Team Collaborations · Athlete Style · Luxury Sportswear
STYLE SPARKS VIRAL MOMENT - DC PROPER X NHL STADIUM SERIES
Washington Capitals × DC PROPER® | From Viral Player Style to Retail Sell-Out
When style goes viral, it starts with confidence. In partnership with Monumental Sports’ marketing team, ALWD helped turn the Washington Capitals’ Stadium Series player entrance into a retail moment. The viral walk-in sparked demand for the custom DC PROPER® jackets, and ALWD swiftly translated the player design into a retail-ready product.
Priced at $495, the jackets sold out in seconds, demonstrating how athlete style, cultural relevance, and responsive product development can drive demand for premium fan apparel.
Creative Services: Custom Jacket Design · Product Development · Production · Retail Launch
Partnership Focus: Sports & Fashion Collaborations · Athlete Style · Premium Fan Apparel · Experiential Retail
DC PROPER® for the WSH WIZARDs CITY EDITION
DC PROPER® | City Edition Collection Washington Wizards & Visual
Built on a partnership established in 2019 and officially launched in 2021, ALWD and the Washington Wizards have developed multiple collections blending DC PROPER®’s hometown identity with the team’s brand. Created to complement the team’s City Edition uniform, the collection and campaign celebrated Washington, DC’s cultural influence and global recognition.
The campaign brought the collection to the Friendship Bell in Southern California. Inspired by American diplomacy, the coastal setting connected the District’s international identity with the collection’s original inspiration: the ocean.
Creative Services: Collaboration Strategy · Collection Design · Product Development · Campaign Development · Visual Storytelling
Partnership Focus: City Edition Collections · Team & Fashion Collaborations · Sports Lifestyle Campaigns
ALWD FOR RAJAH CARUTH
Donut Media × Rajah Caruth | Custom NASCAR Headwear
Iconic moments call for iconic hats. Through its longstanding partnership with RC Racing, ALWD developed custom headwear for Donut Media’s sponsorship of NASCAR driver Rajah Caruth. Designed to complete the trackside look, the hats connected sponsor identity with driver style, bringing the partnership to life through a distinctive, wearable brand expression.
Creative Services: Custom Hat Design · Headwear Development · Sponsor Branding
Partnership Focus: NASCAR Sponsorships · Motorsport Apparel · Branded Headwear
RAJAH CARUTH X EVENTS DC
Events DC × Rajah Caruth | Sponsorship Merchandise & Product Placement
Supporting NASCAR driver Rajah Caruth since 2020, Events DC and ALWD share a commitment to his journey and growing fan community. ALWD was tapped to bring the sponsorship to life through branded merchandise that connected Caruth’s racing identity with his broad fan base. The collaboration grew into a direct partnership with Events DC, expanding into additional product placement opportunities.
Creative Services: Branded Merchandise · Sponsorship Activation · Product Placement
Partnership Focus: NASCAR Sponsorships · Driver & Fan Engagement · Destination Branding
DC PROPER® x RAJAH CARUTh
Rajah Caruth | “Champions Are Made” Campaign
Recognizing Rajah Caruth’s potential to influence motorsports early in his career, ALWD introduced its partnership with the emerging driver through “Champions Are Made.” Developed as a campaign photoshoot and produced by ALWD, the project captured Caruth’s ambition and individuality—using visual storytelling to connect an emerging talent with audiences beyond the track.
Creative Services: Campaign Development · Creative Direction · Photoshoot Production
Partnership Focus: Athlete Branding · Motorsport Campaigns · Emerging Talent
DC PROPER® for DAVE CHAPPELLE with MONUMENTAL SPORTS
A global legend with Washington, DC roots, Dave Chappelle was the inspiration behind a custom commemorative jacket commissioned by Capital One Arena. ALWD translated his story into a personal design, incorporating his high school graduation year and complementing his contemporary brand colors. The jacket connected hometown pride with an extraordinary career—a tribute designed to carry meaning beyond the stage.
Creative Services: Concept Development · Custom Jacket Design · Product Development · Brand Storytelling
Partnership Focus: Artist Gifting · Venue Partnerships · Bespoke Apparel
MARIAH CAREY, CFG BANK ARENA
Mariah Carey | Custom Artist Gifting & Apparel Design
Created for Ms. Christmas herself, ALWD developed a custom apparel design celebrating Mariah Carey’s career and family. Personal storytelling shaped the piece, with “Songbird Supreme” embroidered inside the zip hood—a dramatic reveal honoring her unmistakable voice and musical legacy.
Creative Services: Concept Development · Custom Apparel Design · Product Development · Embroidery Design
Partnership Focus: Artist Gifting · Music & Entertainment · Bespoke Apparel
COMING SOON
A LIFE WELL DRESSED
LIFE ANGELES
NORDSTROM 2027
We’ve reimagined our retail brand to reflect how life should always be lived: WELL.
