dlehand was a lifestyle streetwear brand deeply rooted in motorcycle culture—custom bikes, Harley-Davidson influences, and a strong DIY mindset. More than a clothing label, the project was conceived as a platform to build a genuine lifestyle and community around shared values, aesthetics, and culture.

Over more than five years, I founded, developed, and led the brand, overseeing its complete creative and operational ecosystem. My role covered brand identity, collection design, visual direction, website creation, production follow-up, and overall brand management. In parallel, I organized events, fostered a community, and represented the brand at trade shows while managing retail distribution and relationships with stores.

This project gave me hands-on experience across every stage of building a brand, from concept and storytelling to product, community, and commercial execution. While I eventually chose to step away after fully exploring the project’s potential, Idlehand remains a defining chapter of my career, shaping my holistic approach to branding, creativity, and entrepreneurship.