Our Story
DesignStep is a specialized design consultancy providing tailored project-based services, expert consulting, and dynamic workshops focused on fashion, product, and footwear design. With over 15 years of experience in the fashion and sports industries, we help brands achieve their goals through sustainable and innovative design solutions.
Our mission is to empower brands with creative strategies that drive success
and strengthen their identity.
Mission
Our mission is to elevate brands through innovative design strategies, empowering creative teams, and fostering sustainable growth in today’s dynamic market.
Vision
At DesignStep, our vision is to be the trusted partner for brands aiming to redefine their identity, drive innovation through exceptional design, and create meaningful connections with their customers. We are committed to championing sustainability and fostering creativity, shaping a future where design not only inspires but also makes a lasting impact.
Arina Scharff
Founder, Design Director & Principal Consultant
Arina is a passionate product designer with over a decade of experience, specializing in brand and design strategy, sustainability, and consumer trend analysis. With a strong track record of collaboration with leading global brands, she creates innovative fashion and sports performance products that resonate deeply with audiences.
Experience
2018 - 2024
CARIUMA,
Creative Design Director
for Product
Brand Strategy & Design Identity
As Creative Design Director at CARIUMA, Arina played a pivotal role in transforming the company from a startup into a globally recognized footwear brand. She led the development of a distinct design identity and cohesive brand strategy that connected storytelling, aesthetics, and purpose. Her creative direction defined the brand’s visual language and product DNA, shaping how CARIUMA is seen and experienced around the world.
Product Creation – Lifestyle & Skateboarding
Arina oversaw the creation of every product in the brand’s portfolio—from lifestyle silhouettes to high-performance skateboarding footwear. Her work includes standout projects like the Avatar: The Way of Water collaboration, resulting in a vegan shoe praised by James Cameron, and designing signature models worn by Olympic athletes at the Paris Games 2024. With deep knowledge of both consumer culture and technical execution, she built collections that merged function, innovation, and narrative impact.
Sustainability & Design with Purpose
A driving force behind CARIUMA’s sustainability vision, Arina embedded environmental responsibility into every aspect of the design process. From responsible material sourcing to waste-conscious construction, her strategies advanced the brand’s mission of creating better footwear for people and the planet. For Arina, sustainability isn't a feature—it’s a core value that shapes how products are imagined, made, and experienced.
2012 - 2018
ADIDAS,
Senior Footwear Designer
Brand Direction & Colour and Material Design
At ADIDAS, Arina developed her expertise across multiple design divisions, with a strong focus on color and material design. Her mastery of CMF (Color, Material, Finish) shaped seasonal palettes, material innovation, and global trend direction. Working alongside the global creative direction team, she ensured each material choice combined aesthetic appeal with sustainability—setting a strong foundation for responsible and future-forward design.
Product Creation – Lifestyle & Sport
Arina contributed to global product lines for Adidas Neo and Core, designing for lifestyle, streetwear, and performance categories. She collaborated with internal teams and international markets to ensure products met both global standards and local relevance. Deeply rooted in sneaker culture and tuned into youth trends, she created designs that connected with a style-conscious, movement-driven audience—highlighted by collaborations with pop icons Justin Bieber and Selena Gomez.
Sustainability & Stella McCartney Collaboration
A career highlight was her work on the Adidas by Stella McCartney collection, where she collaborated closely with the fashion icon’s team to craft premium, performance-driven footwear. These projects pushed the boundaries of sustainable innovation while maintaining a high-fashion aesthetic. Through her technical skill and creative vision, Arina helped define a new standard for eco-conscious luxury in sportswear.