The initial goal of the collaboration between Danny Duncan® and Hooters® was to bring awareness of an established brand to the younger generations. The amount of reach of Danny Duncan’s audience was enticing to say the least, but it was also the alignment that opened the door. It’s not always known what’s to be expected from collaborations such as these, however, both parties were all-in and that was all that mattered in the end. Thus, the first collaboration with Hooters was born.

My duties started with creating an apparel capsule that told a story that felt true to both brands involved; visually energetic and specific to Danny’s brand, while also remaining PG and family friendly as Hooters have come to expect.

  • Bringing the visual of the apparel to a traditional Hooters restaurant was key to breathing life into the collection, and solidifying it as an official collaboration.

  • The ethos of the brand collaboration was not complete without the restaurants’ waitresses ready to serve classic hot wings and smiles.

  • Ultimately, the iconic collection went above and beyond a marketing strategy — it also highlighted what was possible between an established entity and novelty apparel.