I am a New York City-based Creative Director and brand builder in fashion with 20+ years of experience.

Growing up in a purple house (yes, purple!) with a leopard tiled kitchen (yes, leopard!) I had a natural instinct for all things creative. I was also pretty good at math so I went to Cornell University and studied Textiles and Functional Apparel Design. My degree might have landed me a job at NASA; instead, I gravitated toward fashion and early in my career became intrigued with fully-fashioned knitwear because I discovered that I could utilize my technical brain without sacrificing artistic expression.

I launched Totem New York to fill a gap for designers and brands who were looking to expand their collections with knitwear but lacked the infrastructure and technical expertise required to do so. I quickly became known as a trusted partner who could facilitate the entire process and a go-to resource whose superpower was to turn a kernel of an idea into something both beautiful and salable. I ran a blog about knitwear for years and was well-known among knitwear designers who referenced my trends for their own mood boards. I have also been credited by WGSN as one their “Pinterests Who Inspire.”

Running my own studio gave me insight into many brands’ unique challenges. Alongside executive leadership roles within companies, my time as an adjunct professor at Fashion Institute of Technology, and writing for a trade publication, I bring a comprehensive and different perspective to make meaningful impact on an organization writ large.

I know what works and I know how to fix what doesn’t. 

I’m curious about everything, care about humans, animal welfare and the environment, love the creative process, and obsess over the details.

Let’s make something together!

wfriedman213@gmail.com