In the summer of 2023, I had the incredible opportunity to work with Sire Spirits, a brand founded by 50 Cent (Curtis Jackson), named in honor of his son, Sire Jackson. As part of their growing presence in the spirits industry, Sire Spirits had a vision to elevate their brand by partnering with some of the world’s best DJs and industry influencers to promote the products at exclusive events. This marketing initiative was to be branded as "Kings Cru", a clever play on both the name of 50 Cent's son and the spirit company, emphasizing both royalty and legacy.

Sire Spirits contracted me to create a merchandise collection to accompany the "Kings Cru" partnership. The goal was to design apparel that would appeal to the brand’s target audience—fans of 50 Cent, as well as music lovers and event-goers—while reflecting the premium yet approachable nature of the brand. I was tasked with developing designs for several key items, including varsity jackets, hoodies, and graphic tees, all of which would be worn by DJs, influencers, and attendees at the events.