Run the Jewels

When Passion Meets Process

What began as an experiment in cultural storytelling became the most research-intensive project in my portfolio. Over 40 hours of deep immersion into hip-hop history, artist interviews, and cultural context fundamentally changed how I approach brand narratives. The lesson: authentic storytelling requires authentic research.

The research phase became an exercise in cultural archaeology—purchasing their complete discography, exploring interviews and documentaries, and diving deep into their individual histories before RTJ. Every discovery informed design decisions, from El-P's Definitive Jux legacy and Marvel collaborations to Killer Mike's Swag Shop barbershop and political advocacy.

The dual-shoe format offered a unique canvas: El-P's innovation legacy on the left, Killer Mike's community vision on the right, unified by their collaborative identity as Run the Jewels. Working with permanent gold paint on the curved leather required precision and patience—hand-painting each icon with focused precision.