Weaving a better gas mask
Scough began as an experimental blend of streetwear and safety—embedding lab-grade filters into stylish scarves. But the novelty was wearing off. There were product sales sales but weak retention, weak broad audience marketing or engagement, and no product roadmap.
The company leaders assumed that an interesting product idea and initial buzz were enough. They had attempted product updates that amounted to seasonal patterns and small cosmetic tweaks with small holiday sales incentives that did nothing for long term growth.
After 2 years of a saturated niche consumer base, dipping sales, low repeat customers, and fading relevance the company had to improve sales or sutter the product.
Actions
Conducted full product, messaging, and sales audit
Ran product prototyping sprints and user research
Invented a stretch anchor system to improve performance
Repositioned brand around empowerment, not fear, with new brand, messaging, and content
Launched filter subscription program and updated DTC experience
Drove sales growth, retention, and received national media coverage
The results were undeniable:
Redesigned a slipping product and established a category
#1 scarf on Amazon for two years
Thousands of loyal subscribers
Major press coverage
A viable business model for long-term scale
#1 scarf on Amazon.com for 2 years running
“Scough is literally the Style we’ve been waiting for, and a perfect assessory to check out.”
“If you love people but not their germs or pollutions, Scough is for you. Scough is made by hypochondriac for the style conscious.”
“Results: you stay healthy and look pretty hot, if you don’t mind us saying. (But hot in the metaphorical, sexy sense")”
Design a filter that fits your life
Despite early buzz, the business struggled with fit complaints, one-time buyers, and little brand traction. Without a clearer value proposition and a more usable product, the team feared the company would flatline.
That’s where I came in.
I led a full product and experience overhaul grounded in human-centered design. Early user research revealed that wearability—not filtration—was the top barrier to everyday use. Customers used scarves in four primary configurations, each aligning the filter differently with their airways. Our filter system needed to work across all styles, without constant adjustment or discomfort.
If it ain’t comfortable it wont get on your face
I led a full product and experience overhaul grounded in human-centered design. Early user research revealed that wearability—not filtration—was the top barrier to everyday use. Customers used scarves in four primary configurations, each aligning the filter differently with their airways. Our filter system needed to work across all styles, without constant adjustment or discomfort.
Drawing inspiration from the functionality of hijabs and other head coverings, we redesigned the scarf with a stretch-based anchoring system. This simple addition made a world of difference: the filter now landed securely over the mouth and nose, stayed in place during activity, and was easy to adjust on the go.
At the same time, I reworked the brand’s digital presence and retail model. We launched a subscription filter platform and revamped the DTC site to better communicate the science, the story, and the lifestyle value of wearing Scough.
By grounding the product in real user needs—and giving the brand a bigger cultural purpose—we turned a clever product into a sustainable business.
A brand to empower & defend
Direct-to-consumer is a content + sales game
The goal is to have a site that sells and builds a brand. Baked into the idea for the commerce site was to have content about the core issues that affect our breathing. The site content drives users to understand the product, its key differentiators, lifestyle pieces and thus drive a sales motions. The continued engagement encouraged the audience to get involved with the political, corporate, and health events of the day that cause us to need this product in the first place.
Breath in the coverage
Scough is a labor of love that is making a real difference in thousands of peoples lives.
#1 scarf on Amazon.com for 2 years running
Press love what Scough has built.
“If you love people but not their germs or pollutions, Scough is for you. Scough is made by hypochondriac for the style conscious.”
“Results: you stay healthy and look pretty hot, if you don’t mind us saying. (But hot in the metaphorical, sexy sense")”
“Scough is literally the Style we’ve been waiting for, and a perfect assessory to check out.”
