Brands today are more than mere symbols of identity and image. A third dimension—✨ brand culture—emerges at the crossroads of managerial intent and consumer interpretation, deeply influenced by the social contexts in which a brand is adopted. Consider Stone Island’s adoption on the terraces as a prime example of this cultural interplay.

🌍 In a symbolic world where meaning is derived from a brand’s surroundings, culture becomes the bedrock of value. It’s not just about a brand’s outward identity but the stories, associations, and ideological resonance that elevate its significance.

💎 European luxury brands thrive on heritage, exclusivity, and craftsmanship, deeply rooted in cultural legacies—think Louis Vuitton. By contrast, many U.S. brands derive their allure from image, marketing ingenuity, and narrative appeal—think Off-White or Palm Angels. Two systems of luxury, equally compelling yet distinct.

🛐 Today, brands have stepped into cultural roles once held by religion and politics, becoming ideological landmarks in a post-divine world. Look to the phenomenon of The Church of Corteiz, with its near-religious following and ritualistic product “worship,” as a testament to the profound cultural impact a brand can wield.

💭 For a brand to truly resonate, it must transcend logos and visuals. The key question is: What culture does your brand nurture, and what symbolic space does it occupy?

DJ AG being named Time Out’s Londoner of the Year feels like more than just a nod to his individual talent—it marks a celebration of a broader cultural moment: the revival of grime and the raw energy of its 2000s origins. AG’s live sessions, often taking place in spots like King’s Cross or Brixton, capture the grassroots, community-led ethos that defined grime’s early days while reimagining it for the TikTok generation.

In a UK rap landscape that can sometimes feel formulaic—where visuals oscillate between tower block clichés and displays of over-the-top luxury—AG’s open-format street sets cut through the noise. His platform doesn’t just spotlight legends like Skepta, Scratchy, and Flirta D, but also champions emerging voices, giving them an authentic shot at virality. It’s gritty, raw, and unmistakably real—yet undeniably uplifting, echoing grime’s original DIY hustle.

With Y2K nostalgia, grime’s resurgence, and a wave of independent creativity on the rise, DJ AG sits firmly at the centre of this cultural shift.

It might not be breaking news, but as a JD devotee, it’s still thrilling to see their unstoppable momentum. JD Sports’ €520m acquisition of Courir marks a dynamic new chapter for sneaker culture across Europe. With over 320 stores and a robust omnichannel presence, Courir has established itself as a leading sneaker retailer, particularly among women, thanks to its focus on exclusivity and trend-led footwear. By effortlessly blending style and function, Courir has cultivated a fashion-forward audience that JD Sports is now primed to elevate.

This acquisition expands JD’s appeal, complementing its core customer base with Courir’s more female-focused, style-conscious audience. Régis Schultz, JD Sports’ CEO, describes this move as a key milestone in their “Complementary Concepts” strategy, designed to connect the brand with new demographics across Europe.

Courir’s impressive growth—nearly doubling revenues from €390m in 2019 to €735m in 2023—combined with JD’s global influence signals a transformative moment for the evolving sneaker market. Together, they’re poised to reshape sneaker retail, delivering the exclusivity, trends, and culturally connected experiences the market craves.

I recently came across an insightful research report by Elliott and Davies that explores a significant shift in how we, as consumers, interact with brands. Brands today are no longer just about selling products—they’ve become symbolic resources that help us construct and express the identities we aspire to within our social spheres.

Elliott and Davies’ findings reinforce this idea, highlighting how a brand’s internal values and cultural expression are most impactful when they feel authentic and align seamlessly with its external image. In today’s transparent marketplace, I believe consumers naturally gravitate toward brands that genuinely live up to their stated values. When there’s a clear connection between what a brand promises and how it behaves in the real world, trust and loyalty follow.

For brands looking to stand out in a crowded market and build genuine communities, reflecting the values and cultural aspirations of their audience is crucial. Authenticity and cultural alignment aren’t just buzzwords to me—they’re the foundation for creating meaningful, lasting connections.

Smirnoff’s appointment of Troye Sivan as “Chief Vibes Officer” isn’t just a clever marketing move—it’s a bold reimagining of how brands collaborate with cultural icons to elevate relevance and identity. In today’s hyper-connected landscape, a personality-driven creative leader like Troye serves as the bridge between product and culture, giving Smirnoff a relatable, human face that deeply resonates with younger, culturally attuned audiences.

The fashion world has long excelled at this playbook—think Virgil Abloh at Louis Vuitton, Teddy Santis at New Balance, or Nigo at Kenzo—redefining creative leadership to weave brands seamlessly into culture. It’s exciting to see other industries now embracing this strategy, harnessing visionary partnerships to build deeper, more authentic cultural connections.

As Smirnoff’s CVO, Troye’s role goes far beyond traditional endorsements. Over the next two years, his creative leadership will infuse the brand with energy, expand its cultural footprint, and build a more meaningful connection between Smirnoff and the broader cultural conversation.

This partnership celebrates individuality, creativity, and Smirnoff’s bold “Go OFF” ethos. It’s a modern blueprint for brand building: inviting visionaries into the fold and allowing culture—not just campaigns—to lead the way.

Over the past two years, I’ve been a critical fan of Nike, often disappointed by their pullback from culture. However, their recent collaborations with Clint419 and Central Cee mark a strategic return to their golden era, reaffirming their influence within street culture.

Partnering with Clint419, the founder of Corteiz, showcases Nike’s top-down approach, aligning with one of the most hyped streetwear brands in the world. Simultaneously, their collaboration with Central Cee—a cultural icon at the JD Sports level—represents a bottom-up strategy. Together, this dual-pincer approach ensures all bases are covered.

It’s a bold and obvious move, but one executed exceptionally well.

Schuh, a brand renowned for challenging convention, faced a pivotal moment to redefine its role in a consumer landscape driven by bold, disruptive ideas. We saw an opportunity to champion those who reject the conformity of mainstream sports style, positioning Schuh as a cultural icon and the go-to destination for individuals who celebrate self-expression and individuality.

Our vision was to establish Schuh as a creative powerhouse: culturally fluid, inclusive, fashion-forward, proudly progressive, playful, empowering, and relentlessly driven by creativity. Collaborating with Stephanie Legg and the Schuh team was a true privilege—one of the most open, collaborative, and forward-thinking groups I’ve had the pleasure of partnering with. Their unshakable commitment to individuality and self-expression made bringing this proposition to life an effortless and inspiring process.

Schuh has always embodied a distinctive energy, and we’re excited to see this resonate with consumers. It’s been an honor to embark on this journey with the Schuh team and our friends at Zak.

In today’s fragmented cultural landscape, global icons are seemingly losing their foothold as culture shifts from universal symbols to hyper-local micro-trends. Where transcultural pop icons once defined “cool” on a global scale, today’s trends increasingly originate from niche communities, resulting in a more diverse and multi-layered understanding of what it means to be iconic.

Three key shifts redefining the concept of ‘iconic’:

🔄 Accelerated Trend Cycles: The relentless chase for novelty risks stifling genuine cultural innovation, often recycling familiar ideas. Nike’s ongoing iterations of the Air Max franchise illustrate this tension—what was once groundbreaking now runs the risk of feeling predictable.

🔍 Cultural Reinterpretation: Youth culture thrives on reinvention. Consider Y2K fashion—a trend once tied to its era, now being reimagined with layers of nostalgia and fresh creative spins by a new generation.

🌐 Fragmented Influence: In the age of micro-trends, influence feels personal and intimate, cultivated within tight-knit communities that prioritize originality over mass appeal.

As the notion of ‘iconic’ becomes increasingly decentralized, brands must engage with micro-cultural movements authentically, reflecting the diverse realities of today’s cultural ecosystem.

#CulturalShifts #MicroTrends #Iconic #BrandStrategy

I'm thrilled to share that I’m kicking off a new project with Birkenstock! I’ll be working to refine Birkenstock’s proposition across key retailers, building a nuanced consumer ecosystem and a compelling cultural positioning. By creating tailored strategies and creative playbooks for Courir, Sizeer, JD, and Snipes, I’m helping Birkenstock expand its reach and strengthen its cultural credibility in the market.

#NewWin #Birkenstock #RetailStrategy #CulturalPositioning #ConsumerEcosystem

It’s exciting to see the latest Nike x Corteiz collaboration bringing new life to the Nike Air Trainer Huarache—a silhouette deeply tied to my youth, from its pivotal role in the ’90s to being a staple throughout the early 2000s. Reinterpreted by Corteiz, this release channels Y2K nostalgia with a fresh lens, bridging past and present street culture in a way that only Corteiz could achieve.

Founder Clint419 recently offered an exclusive first look at the Corteiz x Nike Air Trainer Huarache in his Instagram Close Friends story, unveiling a sleek, tonal grey "Flat Pewter" colorway. Featuring Corteiz’s iconic Alcatraz logo on the midfoot strap and camo accents on the bootie, this Huarache preserves the original DNA while infusing Corteiz’s distinct, globally resonant style. The velvet-textured heel, combining Nike branding with Corteiz’s “RTW” (“Rules the World”) slogan, reinforces the collaboration’s cultural cachet.

Corteiz has masterfully hit the balance between authenticity and global appeal—a quality often missing from the highbrow, insular tones of brands like Supreme and Palace. While those labels have left an undeniable mark, their style can feel exclusive. Corteiz, on the other hand, remains grounded in authentic streetwear, making it both inclusive and aspirational. Clint’s vision has propelled Corteiz from a UK streetwear cornerstone to a brand with global resonance without compromising its raw edge.

This isn’t just another drop; it’s a definitive moment for Nike, merging heritage with cultural relevance. With whispers of more collaborations, including an Air Max 95 on the horizon, Corteiz is shaping up to be more than a brand—it’s a movement, and I’m all in.