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.
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?
