Vic Lloyd’s brand reaches beyond the perspective of normality, from a curator of culture, to the soundtrack of what’s next or possibly a chameleon of fashion branding, he’s the jack of all trades. With
his humble beginnings at nationally known store LDRS based in Chicago, Vic was the Creative
Director and GM for over 10 years, serving as a bridge for fashion and culture. He built major
relationships among brands designing shoes for Nike, Adidas, Reebok and over 600 hats for New Era.
As a major curator in the city, Lloyd was responsible for developing the cultural haven for major creatives such as Hebru Brantley (Painter/Sculptor), TrashHand (Photographer), Zeph Farmby (Painter) and more. Unaware of the impact, major corporations Complex Mag, Def Jam Records, Atlantic Records, Sony & Redbull sought Lloyd out as the “Go to” creative producer for not only events, but collaborating with major recording artist Wale, Curren$y, Vic Mensa and Chance the Rapper.
What started as a hobby in 2006, led Lloyd to DJING major festivals & national events including A3C (Atlanta), SXSW (Texas), CMJ (New York), All Star Weekend, AGENDA (Las Vegas), Art Basel (MIAMI) & other local venues. Working as MMG Rockie Fresh Tour DJ, Lloyd’s influence landed more opportunities to create and be the musical director for numerous liquor brands & beverage companies including Grand Marnier Titanium, Hennessy, Absolut, Grey Goose, Courvoisier & Red Bull.
In 2013 he opened Fat Tiger Works (FTW) as Owner & Operations Manager with the idea to carry its own brand and build relationships that parallel with the store’s concept. Gaining major recognition through “In the moment” marketing, FTW utilizes events to co-brand the store organizing pop-up shops in LA, MIA, OH, KY, ATL, TX, CO. Lloyd has also worked with celebrities specific to FTW audience such as J.Cole, Raekwon, Vince Staples, Nipsey Hussle, SZA, Bibi Bourelly and Teyana Taylor & industry tastemakers.
[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.