INMIND

Creative Direction

INMIND was a passion-driven lifestyle clothing brand I founded in 2016, inspired by surf culture, art, and a desire to offer a sustainable alternative to the mainstream fashion industry. Rooted in a small coastal town in Belgium, the project began as a creative outlet—merging my illustrations with the raw, imperfect beauty of nature and board sports culture.

Some analog mood shots from the SS21 collection

With support from long-time friend and co-founder Thibaud Ducoulombier, we developed INMIND into a full lifestyle brand focused on authenticity, sustainability, and self-expression. From brand identity, product design, and visual storytelling to creative direction across campaigns and collections—I oversaw all aspects of the brand's image and voice.

Never forget to surf between shoots

Our vision: premium organic collections, ethically produced and environmentally conscious—back to the roots, with a modern touch. INMIND stood for raw creativity, fair trade, and community.

Worry way less, something we all should do from time to time

After five impactful years, I decided to conclude the project to focus fully on my career in graphic design. INMIND remains a powerful example of hands-on experience in brand design, art direction, and building a brand from the ground up.

We left this slab to the locals

Every new collection, we worked with different artists from all over the world

Making sure we mix work with leisure

Some outfits and details from the AW20/21 collection