PENFIELD is a US outdoor / lifestyle brand dating back to 1975 and is currently owned by FourMarketing UK.
Following a slow down of heritage trends the brand required a shift in creative and product direction in order to maintain relevance in fashion / lifestyle channels.
To re-activate the brand for a contemporary consumer / market I introduced a more modern aesthetic style whilst repspecting the heritage of the brand populating the collection in all categories with products complimentary to existing best selling styles from within Penfield’s extensive archive.
Further technical relevance was achieved by introducing performance fabrics and maunufacturing techniques amplifying the brands authentic outdoor narrative to combine heritage with innovation and present the brand with a renewed progressive product DNA
I was the creative lead across all aspects of product and brand image.
