Jeff Staple (born Jeffrey Ng) is a pioneering designer, brand strategist, and cultural architect who has fundamentally shaped the global streetwear movement since launching STAPLE in 1997. He is most widely recognized for creating the legendary 2005 Nike SB “Pigeon” Dunk—a release so culturally significant it sparked a riot in New York City and remains one of the most coveted collectibles in history, with valuations exceeding $100,000. Beyond this milestone, Jeff has built a vast creative empire encompassing the apparel powerhouse STAPLE (@staplepigeon), the experiential retail pioneer Reed Space, and his current full-service creative and strategy agency, Reed Art Department (@reedartdepartment). By fusing subcultural relevance with world-class storytelling, he has become a defining force for global giants, executing major collaborations and ambassador deals with brands such as adidas, Bose, Brooks, Cole Haan, Google, LVMH, New Balance, Nike, Oakley, Puma, New Balance, Timberland, TUMI and so much more.
Jeff remains a central figure in defining the future of brand culture, consistently securing high-impact partnerships with industry leaders across technology, lifestyle, and luxury sectors. His recent and ongoing portfolio includes strategic work and collaborations with global powerhouses such as Intel, ASUS, Dell, eBay, and Coinbase. As the host of the Hypebeast podcast “The Business of Hype,” Jeff spent years interviewing industry icons and solidifying his role as a leading voice on the intersection of creativity and commerce. He continues to push creative boundaries through innovative projects with Pirelli, DeWalt, and Champion, while transitioning into a broader role as a media mogul and executive producer. As a founder and global figurehead, Jeff Staple continues to bridge the gap between street culture and corporate innovation, ensuring his role as a permanent architect of the global zeitgeist.