After years of building identities for businesses, I wanted to experience the process from the inside – to create something of my own. I had long been sitting on a concept that combined my love of typography and graphic merchandise with what I felt was missing from the market: studio-designed, fashion-forward sports merch that could move effortlessly from sweatpants to leather pants, gym shorts to mini skirts, sneakers to stilettos.

And with that, surrounded by trusted advisors ranging in age from 16 to 77, in late 2025, I created Fly Society 215 – the 452 Apparel Co.

FS215 is an original, independently-run apparel brand created, designed, built, managed, and operated by me. It’s not separate from my studio practice; it’s an extension of it. Each enhance the other, which makes it even more rewarding.

There are plenty of typical merch shops out there and online. I wanted to build a brand. This brand.

I hope you enjoy taking a look. And if you’d like to share thoughts or ask questions, I’d love to hear from you.

— Jen Urdang Stern