Hood Rubber Co.

I played a key role in helping revive a vintage vulcanised rubber sneaker brand and evolve it into a premium outdoor lifestyle footwear concept with a fresh, modern point of view. The vision was to take the authenticity and heritage of the original vulcanised silhouette and reinterpret it for the contemporary city dweller who wanted outdoor-inspired style with everyday function. I helped shape the product direction to feel elevated, rugged, and versatile, while integrating waterproof construction to make it more relevant for urban life and changing weather conditions. The result was a distinctive footwear offering that blended heritage sneaker DNA, outdoor utility, and premium lifestyle design into a product that balanced style and practicality.