In July 2015, J Brand Jeans founder, Jeffrey Rüdes, launched his inaugural menswear collection. The goal was to launch the flagship SoHo store and e-commerce site simultaneously during New York's first ever Men's Fashion Week. To do this, Maui worked closely with Jeffrey to create a unique and intuive online shopping experience. We created a refined and modern e-commerce site to complement the store’s aesthetic as well as fully integrated with the in-store point of sale system and an international order fulfillment solution. We provided e-commerce photography art direction, created and managed social content and worked closely with Jeffrey to conceptualize and produce the editorial features for the Jeffrey Rüdes Journal, profiling notable subjects like Jean-Marc Houmard, David Coggins, and Patrick Janelle.