CULTURAL LEADERSHIP
GIRLS MATTER. WOMEN MATTER. YOU MATTER.
I approach every design, every project and every person through the lens of empathy. I want you to feel like the best version of yourself. I see you.
What she said.
“Relentless, innovative, empowering. Keryn has dedicated her career to systematically obliterating the dated “shrink and pink” mentality by designing performance wear that women actually want to wear. All women - all shapes and sizes. Along the way, she empowers all of her peers, both men and women, to think differently, to innovate, and to work together to achieve incredible things. Damn right #shemovesmountains.”
— Grace Jehan
More women.
The North Face pledged to feature more women in ads. I was a strong and outspoken advocate for the female voice and face at the Brand, and expressed this across several functions from product design, marketing and sales. This has resulted in better fitting product, a more respectful female aesthetic and sensibility, and an empathetic and celebratory women’s campaign.
More diversity.
Casting is extremely important to me in order to capture the breadth of female beauty. The correct imagery expresses strength, compassion, camaraderie and fun, as well as the Brand’s values. Lucy was one of the first activewear brands in early 2014 to celebrate women of all colors, ages, body and hair types in our marketing. We embraced all the wrinkles and curves.
More voice.
I served as Executive Sponsor of the Women’s Empowerment Network, an employee resource group at The North Face. I also served as Chair, Career Development with a focus on Working Parents and Caregivers. During that time I produced Empowerment workshops such as “Confidence vs Competence”, “Know your Worth”, and hosted our speaker series. At the same time, I was a member of the Women’s Strategic Council which was an unprecedented, cross-functional focus team to elevate the Women’s business. Since 2015, I am a founding member on the Elevate Design Committee across all VF brands, in which I was the only Woman of Color to collaborate with senior executives at the Corporate level.
Finally, I am an active mentor to several young creatives through my partnership with FAAS Design Collab (an apparel arm of Pensole Shoe Academy) as well as the Adidas SEED program in Portland, Oregon.
More stories.
“A CREATIVE WOMEN’S ACTIVIST” by FAAS Design Collab 2018
"BREAKING INTO FASHION WITH Keryn Francisco OF Lucy Activewear” by The Everygirl 2015
“THE EAST BAY NATIVE LEADING LUCY’S NEXT CHAPTER” by 24 East 2016