Cash by Cash App is an offscreen expansion of the brand, allowing customers to relate to Cash App in ways beyond finance, through the lens of fashion. I pitched and founded the initiative in 2019.

Distinctly not merch (which tends to be cheap freebies printed on blanks), we worked with fashion designers, pattern makers, and manufacturers directly, sourcing and designing every detail in-house. The aim was to make products our customers would actually desire and embed into their lives.

This ultimately led to multiple releases that supported mainline product launches, celebrity collaborations, designer partnerships, and the creation of our Lifestyle Division, an investment in culturally impactful marketing initiatives that expand Cash App’s familiarity on a global scale.