Drapp fuq Drapp began as a response to a moment of disruption, but evolved into a long-term creative business built on adaptability, product evolution, and social media-led growth.
Drapp fuq Drapp was founded during the early stages of the COVID-19 pandemic, at a time of uncertainty and disruption. Inspired by my mother’s background as a seamstress and my own interest in marketing and social media, the business started with handmade reusable face masks aimed at reducing single-use waste in public spaces.
As the pandemic situation evolved and social behaviour shifted, the brand naturally transitioned from necessity-based products into lifestyle-led design. This included reversible bucket hats and small-batch creative accessories that blended sustainability with everyday style.
The business ran for almost four years, alongside my studies and later a full-time role in a creative agency, growing into a consistent side venture with a strong digital presence.
The original challenge was timing: the business was built for a moment that eventually disappeared.
As COVID restrictions eased, demand for masks declined significantly, meaning the business risked becoming irrelevant if it stayed static. The challenge became less about production and more about reinvention.How to evolve a brand built on a temporary global need into something that could sustain itself creatively and commercially.
At the same time, I was balancing full-time studies and later agency work, which meant growth had to be strategic, efficient, and driven largely through digital channels rather than operational scale.
I managed the business end-to-end, combining creative direction with operational execution. This included:
I also led the shift in positioning from product necessity to lifestyle brand, ensuring the business could continue beyond its original context.