We launched Culture in Dialogue with none other than Jeff Staple—Founder of Reed Art Department and a long-time creative leader at the intersection of branding, design, and cultural strategy. As a SAYA partner agency, Reed Art Department brings a deep understanding of how brands can harness culture to drive meaningful impact. In these conversations, Jeff shares his take on the evolving relationship between creativity and commerce, why Reed Art Department is expanding its presence in Southeast Asia, and how brands can stay ahead in a rapidly shifting landscape.
Watch the conversations with Jeff Staple.
The Business of Culture
The business of culture is bigger than ever. From streetwear to spirits, content to community, culture has become a commercial category of its own. But how do you build in it without losing the essence of it? What does it actually take to make business plays in culture without losing the soul of it? And as the ones driving it, where do our responsibilities begin and end?
In this conversation with SAYA's co-founder Michelle Koh, Jeff Staple, Grace Astari, and Stephanie Er break down how culture gets built, commercialized, and sustained, all while keeping its integrity intact.
✦ Jeff, a 30-year veteran of streetwear and creative influence, shares how he’s evolved with culture instead of chasing it.
✦ Grace, a global culture and innovation director, unpacks what it means to build culture into products, experiences, and partnerships that last.
✦ Steph, a multi-hyphenate creative entrepreneur, dives into what it means to spotlight culture while making space for others.
Together, they answer the real questions: What’s next for the business of culture? What’s missing? How do we measure success? And in an industry built on credibility, should we even care about selling out?
A rare chance to hear from those shaping culture at every level—business, brand, and community.
Redefining Influence in the Creative Economy with Jeff Staple
Jeff Staple didn’t set out to build a global brand—he set out to follow what inspired him.
From launching a sneaker store in post-9/11 NYC to starting a magazine during an economic downturn, his career has been a testament to risk, reinvention, and trusting the creative process.
As Founder of Reed Art Department, a craft and culture agency born and bred in NYC, Jeff has helped shape how brands engage with culture. Now, his sights are set on Southeast Asia, where new creative economies are reshaping how influence and growth intersect.
In this fireside chat with SAYA co-founder Nathalie D Ramirez, Jeff reflects on the lessons that shaped his career, why reinvention is key, and how brands can stay ahead in an ever-evolving landscape.