I am a creative director and designer based in Toronto.
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2018 - Present
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2023 - Present
Introduction
I am a designer, creative director, and cultural archivist exploring modern luxury through storytelling. As the founder of Mr. Saturday, my work bridges fashion, history, and social commentary, transforming garments into narratives that explore cultural revolutions, nightlife, and avant-garde aesthetics.
In 2023, I was appointed as the first ever Creative Director at Roots, blending contemporary innovation with Canadian heritage.
My work extends beyond fashion into immersive experiences, art, and cultural production.
Mr. Saturday
Mr. Saturday is a wearable museum, weaving the narratives of subcultural history into tailored garments.
Founded in 2018, the brand first debuted its Spring/Summer 2021 collection in June 2020 with Highsnobiety’s inaugural “Not in Paris” program, and has since presented collections on the official American Collections Calendar at New York Fashion Week and on the official Fédération de la Haute Couture et de la Mode’s calendar at Paris Fashion Week, being called one of the “New Names to Know” by Vogue.
Mr. Saturday is distributed globally in luxury retailers; collaborated with Apple, The Weeknd, Red Bull, and the Toronto Raptors; has been featured in top outlets including Vogue, Highsnobiety, Hypebeast, WWD, GQ; and worn by the likes of Justin Biber, Cait Blanchet, Jessica Chastain, Steph Curry, Future, Gunna, and several other cultural icons.
Stockists
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Online
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UK & Online
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France
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USA
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USA
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Toronto (Special Projects)
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USA & Online
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USA & Online
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USA
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Canada
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Doha
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UK
Roots Corporation
I joined Roots as Creative Director in 2023, as it approached its 50th anniversary, to help elevate the brand, refining its identity for the next generation while staying true to its heritage. My focus is on modernizing the creative direction, evolving the design language, and building a foundation for the future through innovative storytelling and product development.
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: Develop and oversee the long-term creative strategy that aligns with Roots' mission, brand identity, and growth objectives.
: Guide the overall brand vision across all markets including Canada, Taiwan, and China, in all product categories (apparel, accessories, etc.) and ensure consistency with the Roots aesthetic and heritage.
: Lead the creative direction for new product lines, collaborations, marketing campaigns, e-commerce, social media, and other brand extensions.
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: Maintain and evolve the brand’s visual and experiential identity across all platforms (product, stores, digital channels, and marketing).
: Ensure a cohesive and recognizable brand experience in all customer touchpoints, including product, e-commerce, retail locations, packaging, and advertising.
: Drive initiatives to ensure the brand stays relevant while maintaining its core values of quality, craftsmanship, and authenticity.
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: Lead, inspire, and mentor the creative team (including designers, art directors, copywriters, etc.) to achieve innovative and high-quality work.
: Build a strong creative culture that encourages innovation, collaboration, and problem-solving.
: Establish clear roles and responsibilities within the creative department to ensure efficient operations and output.
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: Oversee the design and development process for new products and collections, ensuring they align with Roots’ brand ethos and market needs.
: Collaborate with product development, merchandising, and other departments to ensure that creative direction meets business goals and resonates with consumers.
: Develop and launch key programs for international markets of Taiwan and China, including Lunar New Year and artist collaborations.
: Ensure timely delivery of designs and campaigns in line with production schedules and seasonal launches.
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: Work closely with the CEO, CFO, CMO, and other senior executives to ensure the creative direction supports the company’s overall strategic goals.
: Collaborate with marketing, e-commerce, retail, and sales teams to translate creative strategies into impactful campaigns and initiatives.
: Align creative output with merchandising strategies, consumer insights, and market trends.
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: Monitor global fashion, design, and retail trends to ensure Roots stays competitive in the market.
: Leverage consumer insights and data to inform creative decisions and product development, ensuring the brand resonates with its target audience.
: Maintain a pulse on customer feedback to continuously evolve the brand’s creative approach.
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: Lead innovation efforts to ensure Roots remains at the forefront of creative design and brand experiences.
: Champion initiatives around sustainability, new technologies, or creative collaborations that align with the brand’s future direction.creative direction meets business goals and resonates with consumers.
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: Serve as the creative face of the company in press events, interviews, and industry forums.
: Participate in public relations efforts that highlight Roots’ creative leadership and values.
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: Ensure the brand experience is seamless across physical retail stores and digital platforms, from website design to in-store displays and social media.
: Lead creative innovation in digital experiences, including e-commerce design, social media content, and online advertising.
: Maintain a pulse on customer feedback to continuously evolve the brand’s creative approach.
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: Manage and allocate creative department budgets, ensuring efficient use of resources to meet strategic goals, while balancing creativity with cost-efficiency.
Select Works
2020 - Present: A selection, in no particular order, of bodies of work for Mr. Saturday and Roots, including runway shows, fashion design, photography, film, and digital campaigns.
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![Runway]()
Sex & Politics Runway Show
Saturday, June 25, 2022.
What would it look like to watch Parisians leave the cabaret, as the morning sun rises, from the seat of a cafe? Mr. Saturday’s first runway show, which took place at the Musée des Archives Nationales in Paris, explores this concept.
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Both Directions At Once
Drawing inspiration from Evelyn Waugh’s novel ‘Vile Bodies’, this fashion film features narration by actress Hannah John Kamen, and choreography by Siphe November, the Principal Dancer of the National Ballet of Canada.
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An Evening with Amanda Lepore
Unreleased editorial.
Photography: Kane Ocean
Styling: Caitlan Hickey -
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Fall 2025
Unreleased editorial.
Photography: Janson Renaud
Styling: Myself -
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360° Runway Video
A remote runway shot in June of 2020 for Highsnobiety. 360° camera placed in the centre of room. Cast and crew worked together remotely. Use your cursor to move your view point (or try on a pair of VR goggles if you have them).
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Blitz Kids
Saturday, June 22, 2024.
A presentation of Mr. Saturday’s Spring / Summer 2025 collection, entitled “Blitz Kids”. Exploring Billy’s, The Blitz, and their influence on pop culture.
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Gallery Wall
Saturday, March 12, 2022.
Turning the 34 looks of Mr. Saturday’s FW22 “Radio On” presentation into a wall of moving images. Click on your favourite.
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Fall / Winter 2024 Look Book
"Silence (In an Extremely Loud Room)"
Examining the intersection between punk culture, brutalist architecture, and activism in the 1970s.
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Shadow Play at Le Chat Noir
The teaser to the Sex & Politics runway show. This motion short references the early shadow plays at Paris’ famous Le Chat Noir - the world’s first cabaret house.
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De La Nuit Runway Show
Saturday, June 24, 2023
Louis XIV's love for ballet modernized the craft and was one of the earliest forms of organized European nightlife. Mr. Saturday’s Spring / Summer 2025 runway show reinterprets this into a modern context.
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Fall / Winter 2021 Look Book
Photography: Norman Wong
Styling: Myself, Bobby Bowen
HMU: Nate Matthew -
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Blur Exploration
Exploring a new (at the time) blur technique with Norman.
Photographer: Norman Wong
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Roots Fall 2024 Lookbook
Blending campaign, BTS, and e-commerce together to create a new online experience for the Roots customer.
Photography: Myself, Dom Lisi
Styling: Micah Cameron -
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Anything Roots, Everything Holidays.
Roots Holiday 2024 Campaign.
Tapping into the collective memories of Canadians and Roots’ role within those moments. From your car getting stuck in the snow, to the hockey rink, to the apres.
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Yes, It's Roots
For the launch of our new Cloud fleece program, aimed at a younger consumer. When we started wearing the samples, people couldn’t believe they were Roots; hence the tagline idea ‘Yes, it’s Roots’.
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Yes, it's Roots 2.0
We followed the success of our first ‘Yes, It’s Roots’ campaign with an update in the following season. Focusing more on softness and emotion.
Photography: Luis Mora
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Roots x Clot
CLOT reunited with Roots for a Lunar New Year capsule collaboration
Photography: Myself
Styling: Micah Cameron -
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Sporting Goods
Creative direction for product design, photography, and video for Roots spring 2025 Sporting Goods collection.
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Roots Holiday 2023
Each scene is a short story looking into the lives of our characters, and bringing the energy of the season to life. Together, the short scenes create an intricate narrative about our shared holiday experiences—from our Roots to yours.
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Canada
As our olympians headed to Paris in the summer of 2024, we produced a campaign for OOH and paid placement celebrating Canada’s training ground, the outdoors.
Photography: Myself
OTHER PROJECTS
OTHER PROJECTS
A selection, in no particular order, of bodies of work that I have creative directed, designed, and brought to life through story telling.
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Awards & Recognitions
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2022 Canadin Art and Fashion Awards
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A member of the Fédération de la Haute Couture et de la Mode and one of the only Canadian brands ever featured on the official Paris Fashion Week Calendar
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2x Silver, 2x Bronze for ‘Dream Drop’ Collaboration with OLG
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Complex Magazine
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Class of 2023
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I am a member of the inaugural cohort of HXOUSE—Toronto’s next generation creative incubator and accelerator founded La Mar Taylor, Abel “The Weeknd” Tesfaye, and Ahmed Ismael.
SELECT PRESS
WWD | Roots Creative Director Announcement
Nuvo Magazine | Joey Gollish Redefines Canadian Fashion
Forbes | Mr. Saturday Hosts Its Sophomore Men’s Paris Fashion Week Runway Show
Harper's Bazaar | Emerging Designers at PFW
Complex | 20 Canadians Shaping The Next 20 Years Culture
ELLE Canada | CAFA menswear designer of the year award
WWD | Spring / Summer 2025 Review
FHCM | Mr. Saturday’s Ballet Royale
WWD | Mr. Saturday RTW Fall 2024
S Magazine | Roots Fall 2024 Collection
Hypebeast | Fall / Winter 2024 Review
More
DJ Highlights
: Tour with The Weeknd for after party DJing
: Spotify Billions event with The Weeknd
: Mr. Saturday takeover of Katz Deli with Diplo and Redbull
: Mr. Saturday Paris Fashion Week after parties
: Art Basel 1 Hotel Takeover with Kaytranada and friends
: Soho House event series
Skills
: Creative Direction & Brand Strategy
: Fashion Design & Product Development
: Film & Photography Direction
: Retail & Wholesale Strategy
: Go To Market Strategy
: Campaign Execution & Experiential Marketing
: Collaboration & Partnership Development
: Social Media & Digital Engagement
: Trend Forecasting & Cultural Insight
: Leadership & Team Development
Mentorship & Speaking
I provide creative mentorship through programs at HXOUSE, Soho House, Creative Futures, and independently. Alongside this, I have been a guest speaker at industry panels, discussing the intersection of fashion, music, and subculture
Notes
This is an incomplete body of work, I wonder what will happen next.