Cleon Peterson x Huf






HUF x Cleon Peterson — “In Killing We Live”

Creative Direction · Brand Strategy · Design · Production · Marketing

While serving as Creative Director at HUF, I led the development of a collaborative capsule with renowned artist Cleon Peterson, titled In Killing We Live. The collection explored the duality of chaos and order central to Cleon’s work, translating his stark visual language into wearable and collectible forms without compromising the integrity of his art.

Through in-depth collaboration with Cleon, we reimagined his bold figures and recurring narratives of struggle through the HUF lens—balancing fine art with functionality. The result was a cohesive product line including hats, tees, fleece, socks, a duffle bag, reversible jacket, and a custom pocket knife engraved with the collection’s title.

The capsule was supported by a tightly curated launch campaign and select global distribution through premier boutiques, emphasizing the intersection of contemporary art and streetwear culture.

Roles & Contributions:
• Creative Direction and Concept Development
• Artist Collaboration and Brand Strategy
• Design and Product Development
• Production and Marketing Oversight