BIO
I’m a creative professional with over 20 years of industry recognition and extensive knowledge in lifestyle, snow and skate markets. A strong arts and design background acquired by 25 plus years behind the computer. Certifying a high proficiency in design with a vast expertise in both product & brand development.
Enthusiastic leader backed by 8 years of management experience, engaging with multiple internal teams through a transparent design process. Highly motivated and detail-oriented expert with a proven history of working in both large established corporations as well as smaller, start-up brand environments.
Proud contributor to what lifestyle culture represents today and will continue to create opportunity that will promote progression and help change the standard.
EXPERIENCE
LO-RES
Co-Founder (Jan 2022 - Present)
Welcome to LO-RES, a concept born from a genuine passion for design and an obsession for all things headwear. Founded by Iikka Backstrom and Rob Almeida, LO-RES is simply a lter through where our experiences and differences help create something mutually unique, based on things we’ve learned and loved. Blending comfort with bold aesthetics, we take pride in our craft while staying true to the brand’s core values of quality, creativity, and culture.
DONDO BEACH MARKET
Small Business Owner (Jan 2023 - Present)
As Co-Founder of LO-RES and Owner of DONDO BEACH MARKET, my focus has been on harnessing creativity to drive business development and support local artisans. My focus is to empower small brands and businesses by offering top-tier printing, embroidery, and design services. Collaborating closely with fellow creatives, I've built a community hub that not only meets market demand but also fuels the growth of innovative ideas.
DC SHOES
Global Design Director - Fall/Winter (Feb 2013 - Aug 2021)
Previously, as a Global Design Director for DC, I honed my skills in creating modern apparel designs that resonated with brand identity, while fostering communication and leadership within the team. My ability to weave global feedback into a coherent product vision has been critical in maintaining the integrity of each design, ensuring that every collection not only meets but exceeds expectations.
BURTON SNOWBOARDS
ANALOG: Senior Designer - Fall/Winter (2010 - 2013)
Created and captained the entire Winter category (Outerwear, Technical Apparel & Axs) from concept to completion. Producing seasonal directions in design, trend, color stories, trim packages, prints, patterns, fabric development and merchandising the entire collection.
BURTON SNOWBOARDS
ANALOG: Lead Apparel Designer (2005 - 2010)
Lead designer of all Tops categories and creative lead of seasonal trends, graphics, color stories, trim packages, prints, fabric development and merchandising for both the Lifestyle & Fall/Winter collections.
...LOST SURFBOARDS
Graphics & Apparel Designer (2004 - 2005)
Graphic lead of the Tee & Fleece program while designing various cut & sew categories such as custom knits, custom eece, shirts and jackets.
EDUCATION
CAL STATE UNIVERSITY NORTHRIDGE
Bachelor of Arts in Graphic Design (1999 - 2001)
ART CENTER COLLEGE OF DESIGN
Graphic Design / Advertising (1998 - 1999)
SANTA MONICA COLLEGE
Associate of Arts Degree (1995-1998)
APPS
SKILLS
CREATIVE DIRECTION
BRAND DEVELOPMENT
LEADERSHIP & COMMUNICATION
PRODUCT DESIGN & DEVELOPMENT
WEB DESIGN & E-COMM
GRAPHIC DESIGN
PHOTOGRAPHY
MARKETING