I build and scale premium apparel brands.
With 25+ years’ experience across product, design and commercial leadership, I work with founders and teams to bring clarity to product, refine brand positioning and drive growth through D2C and wholesale channels.
My work spans early-stage concepts through to established international brands, combining strategic direction with hands-on delivery.
Selected experience:
• 2025 – Present — Director of Apparel, Arksen : building the apparel business from inception across product, brand and D2C
• 2019 – Present — Founder, SO/MA Creative : advising premium and founder-led brands including Arksen, Purdey, Shackleton, Raeburn and Frahm
• 2016 – 2019 — Design Director, Four Marketing : leading Penfield, Albam and Cape Heights, delivering wholesale growth and brand repositioning
• 2010 – 2015 — Senior Designer / Product Manager, Musto : establishing and scaling the men’s lifestyle category
• 2005 – 2010 — Accessories Designer / Product Manager, Musto : building a multi-category accessories division (c.£500k → £2m in 3 years)
• Earlier career — Senior roles across accessories and product design for global brands and retailers