Fashion design and branding — collection design, creative direction, and brand partnerships. Designed in Detroit.
I'm Shane Lee — a fashion designer and brand builder with 15+ years of experience taking ideas from sketch to storefront. I design the garments, shape the brands they live in, and lead the teams, partners, and campaigns that bring them to life.
My work sits where design, branding, and business meet: designing collections and graphics, building tech packs and working with factories, directing photo and video shoots, and negotiating the partnerships that put it all in front of an audience. I've also been trained in leadership and mentorship, and I make it a priority to pass what I've learned on to students and young creatives.
In 2020, I helped launch SANA, a Detroit streetwear brand that grew into one of the city's most recognized names — and less than seven years later, we opened our flagship retail store downtown. At SANA I've managed multi-million dollar projects and teams of 20+, working directly with organizations across the NFL, NBA, MLB, and NCAA — negotiating revenue share, athlete deals, and influencer partnerships, and building hundreds of relationships across industries.
Day to day, I lead garment and graphic design from the ground up — tech packs, sourcing and factory oversight (domestic and overseas), sampling, fabrics, fit, and color — and run marketing end to end: campaign plans, photo and video shoots, and live activations.
Outside of retail, I use design to give back, from a student mentorship program that redesigned a school's uniforms to a children's hospital collection that raised $158,362 for art therapy. I'm passionate about fashion and branding, and I love building something new and exciting from scratch.
Negotiate revenue share, marketing terms, and licensing directly with organizations. Manage influencer relationships end to end.
Run full teams to meet deadlines. Oversee garment fittings, sampling, and production across US and overseas factories.
Curate garments for each collection and produce tech packs and graphics from the ground up.
Design and run in-person brand activations — from concept through front- and back-of-house execution.
Lead campaign concepts, photo and video shoots, and brand storytelling across every channel.
Lead individual and group mentorship programs, and build custom experiences for clients and partners.
Five licensed collections built end-to-end — from concept and negotiation through production, marketing, and live activation.
Alongside the retail rollout, the collection was seeded directly with Detroit's biggest names — on the field, on the court, and in the culture.
An official collaboration built around the Lions' resurgence, seeded across Detroit's biggest athletes and cultural figures — from NBA and NFL rosters to Detroit's music scene.
A retro-inspired capsule launched with a fan activation at Little Caesars Arena — including an unforgettable frozen-garment display.
Commissioned by the Tigers to mark Miguel Cabrera's final retirement season — a full collection celebrating "Miggy's" legacy, released with a stadium pop-up at Comerica Park.
A courtside retail activation and apparel capsule built around a flame-wrapped mascot graphic, launched outside Little Caesars Arena on custom branded court flooring.
A full collegiate capsule anchored by "Michigan Madness" — a sci-fi-inspired campaign starring Michigan basketball players, released live at sanadetroit.com.
A kit-inspired capsule for Detroit's own soccer club, blending vintage football culture with SANA's Detroit-first design language.
An official capsule built for Detroit's return to street racing, developed alongside Corvette and shot trackside downtown.
A love letter to Detroit's own area code — a heritage capsule celebrating the city's cars, culture, and neighborhoods.
Beyond licensed partnerships, I direct SANA's own seasonal lines — from core essentials to Spring/Summer runway drops — overseeing design, marketing, and content from concept to launch.
A denim and craft-inspired capsule — "SANA Paint Studios" graphics and reversible outerwear built around Detroit's trade culture, designed and shot entirely in-house.
A full leisure capsule extending the brand onto the course — polos, quarter-zips, headcovers and accessories, shot around downtown Detroit.
Two of the collaborations I'm proudest of weren't built for a retail shelf — they were built for a classroom and a children's hospital.
A 6-week mentorship program partnering with an inner-city Detroit charter school. I worked directly with a group of students to fully curate their new school apparel collection — collection design, marketing plan, and photo & video production, start to finish.
A collaboration supporting the hospital's Art Therapy Program. I sat down with patients in the program, had them design their dream collection, and turned those designs into a real, wearable release.
