The Face article "Heavy tha’: how Scousers defined festival fashion" is a sharp exploration of the insular yet influential trends originating within Liverpool’s working-class circles and their enduring impact on UK youth culture. For decades, Scousers have held a unique role in shaping youth style, with trends often rooted in Liverpool and spreading across the nation. From the ’80s casuals to today’s technical wear enthusiasts co-opting brands like The North Face, Berghaus, and recently championing Montirex, Liverpool has remained a crucial trend incubator.
Retailers like JD Sports frequently recognize Liverpool (alongside Manchester) as the birthplace of styles that ultimately permeate the UK, even influencing London. While London may hold its place as the epicenter of high-fashion innovation, particularly from an elevated viewpoint, Liverpool’s raw, inner-city “lad” style has driven grassroots street style trends nationwide. This article compellingly illustrates how Scouse culture continues to shape Britain’s style identity from the ground up.
I'm excited to announce our latest creative campaign with Reebok, celebrating the heritage and iconic status of the timeless Classic trainer. This project holds special significance for me—back in primary school, the Reebok Classic was my absolute grail, sparking a lifelong obsession with products and brands. My dad, two brothers, and I would wear them out together 🤭.
The Classic hadn’t seen much visibility in street culture since the '90s and lacked resonance with Gen Z. But with today's strategic target viewing the Y2K era as retro, the early 2000s style renaissance is in full swing, and the Classic wasn't quite connecting. Consumers now crave brands and products that tap into this aesthetic yet bring a fresh, modern twist. So, we set out to retrofit the Reebok Classic to integrate seamlessly into this stylistic movement.
Our creative direction pays homage to mid-2000s grime culture, blending Y2K nostalgia for the streetwear consumer while infusing it with contemporary relevance and a fresh cultural context.
Prada has set its sights beyond Earth, partnering with Axiom Space to design the groundbreaking Axiom Extravehicular Mobility Unit (AxEMU)—the spacesuit for NASA’s Artemis III mission, set to reach the moon in 2026.
This collaboration pushes beyond aesthetics, with Prada leveraging its storied expertise in materials innovation and technical craftsmanship to meet the rigorous demands of aerospace. Known for high-performance design through Prada Sport, the Luna Rossa Partnership, and their advanced ski and sportswear lines, Prada’s entry into spacewear underscores a natural evolution in technical wear, placing fashion at the vanguard of scientific progress.
A step for Prada, a leap for fashion’s future on—and beyond—Earth.
Excited to share that we've successfully wrapped up a transformative project for Lids! Our team undertook a comprehensive analysis of consumer segmentation, pinpointing key target audiences and reviewing the in-store experience and product collection. Off the back of this, we crafted a cultural selling proposition and connection strategy aimed at boosting Lids’ brand relevance and driving growth over the next three years.
A huge thank you to Paul Gerreli and the Lids team for the amazing collaboration!
Red Bull’s acquisition of a 15% stake in Paris FC marks a bold step beyond its adrenaline-fueled sports roots, further demonstrating how football is evolving into a boundaryless arena, merging with diverse cultural and commercial spheres. As the sport continues to transcend its traditional confines, it’s becoming an increasingly potent platform for global brands to engage with youth culture, music, fashion, and more.
Red Bull’s role in reshaping this landscape is unmistakable, and this latest move deepens its cultural influence within the football world.
I’m thrilled to be featured in The Drum’s Fashion & Beauty Focus, exploring the dynamic relationship between brands and niche communities, with a focus on the sneakerhead space. From collaborations to community-led marketing, the landscape is evolving rapidly.
Read the full article to discover why subcultures remain crucial to brand strategy and how cultural movements continue to influence the future of fashion.
The pace of culture is accelerating, and I’m starting to feel like it's becoming flattened. Underground movements and trends aren’t as elusive anymore—they quickly become omnipresent, spoon-fed by TikTok algorithms, and commodified by fast fashion. It’s never been easier to buy into “cool” through aesthetic shortcuts.
But I wonder—will people push back, embracing personal expression and non-conformist, countercultural styles? Or are our memetic desires too ingrained, driving us toward even faster, shorter-lived trends?
I'm excited to have contributed to this article in Vogue Business, where I dive into the relentless revival of the crotch logo in fashion. From the hip-hop-inspired swag era of the 2010s to today, brands like #Corteiz have reintroduced this bold design, sparking imitations across both streetwear and #fastfashion.
In the piece, I share my insights on how #Corteiz’s cultural influence is shaping trends and why brands like CELINE, VETEMENTS, Palm Angels, and RHUDE are jumping on this fashion bandwagon.
Check out the full article here: https://lnkd.in/exw8weYB
Through our extensive strategic research within the alcohol industry, we’ve had the pleasure of working with renowned brands such as Ciroc, Havana Club, Chivas Regal, Budweiser, and more. One notable trend we’re observing, both in our alcohol sector work and broader research, is the increasing competition between cannabis and alcohol. This shift is largely driven by the younger generation's perception of cannabis as less harmful than alcohol and its associations with health and wellness.
Additionally, cannabis often allows individuals to maintain better control compared to alcohol, addressing a key concern among young people – control and maintaining a specific public image. As attitudes and preferences continue to evolve, brands must recognize that cannabis culture has become mainstream globally, significantly impacting their identity.
It's fantastic to see former WNBA star Candace Parker appointed as President of Adidas Women's Basketball. Whether it's Candace at Adidas or Pharrell at Louis Vuitton, I recognize the necessity of integrating community leaders into their strategic framework. Gone are the days of organisations operating as isolated ivory towers. They now understand the importance of lowering the drawbridge and handing over the reins to the cultural engineers who drive their brand relevance. Instead of being closed entities, these organisations need permeable exteriors, adopting a tech-industry-like mindset of open-source collaboration.
