This project, still in development, was spun out of the SWIM XYZ project in 2020.
Intended to be ‘a clean sheet’ for the fashion industry: a new digital system designed from the ground up, with a mission to help the industry become more democratic, diverse and sustainable.
A whole life system for designers, and their work.
We put the designer at the centre of everything, minimising and simplifying their workflow and making things more convenient, collaborative, transparent and trustworthy. A place where designers can effortlessly work together towards a better future.
Our technology improves on existing, and opens up entirely new, revenue streams for independent designers and brands.
By designers, for designers, xyz.exchange is a private platform for fashion brands and service providers, a cloud based digital ecosystem with unique decentralised blockchain technology at its core. The xyz.id. Keeping a designer’s assets connected to them throughout their whole life cycle
xyz.id supplies the digital ‘cells’ that keep things flowing throughout the ecosystem, and empowers creative and sustainable economies.
xyz.exchange has been designed to assist a curated group of independent brands to efficiently and sustainably source and organise their supply network. Building a responsible community around themselves, as well as managing their design process, assets and inventory.
Circular Vision is a community of like-minded businesses that are working together to make fashion more sustainable. It is a not-for-profit organisation that exists to present its brands to new audiences and find the right investors to support and nurture the shared vision of these brands.
I have a part time involvement in this.
As a continuation of my long history of work and brand stewardship (both In-house and through my previous agency Lynch & Leigh) I returned as Brand Manager and strategic consultant to execute a rebrand and vision that paved the way for the research, development and implementation of a new business model and long term strategy which was activated in 2020.
This strategy enabled the company to grow, launch new scalable products and position the company for potential exit events, giving it a stronger positioning and broader scope in the communications sector.
Alongside this I have assisted with the company's ongoing day to day marketing, PR and advertising actions.
As an an equity partner and strategy director of this venture I led the ideation, brand and business strategy.
Multi-brand retail.
With a specific interest in emerging and independent directional brands, SWIM XYZ was a concept store founded in east London with a progressive and global vision centred around trans-seasonality and transparency. They curated directional contemporary fashion, lifestyle product and music.
SWIM XYZ believed that style should be neither defined nor inhibited by a singular point in time. The lifespan of a design can be circular, both for the individual and the environment. So they encourage designers to work to their own rhythms and cycles and present their collections in a cross section of past, present and future.
While prioritising greater flexibility for their designers, they believe customers deserve a more honest and considered shopping experience too. Through Private Order and Made-to-Order services, they create a more direct and intimate relationship between customers and brands, and give people the freedom to purchase fashion in a more sustainable and efficient way.
First conceived of in early 2016, SWIM XYZ soft-launched with a succession of events throughout late 2017 and officially launched summer 2018 in Le Marais during PFW.
Live Archives began as a research project between myself and a former client, a specialist pre-owned designer store in East London. As a curated space outside the established institution Live Archives challenged not only the idea of how fashion is presented but how it is owned, collected and recorded.
In 2015 we held our first series of archive events in Hackney, combining my creative and strategic skills with the boutique's archive collection of rare directional pre-owned clothing. My strategic role was in its concept, realisation, brand identity and long term vision including a series of curated explorative events. With our notable collaborators, we explored new angles in past season fashion and redefined what a fashion archive can be.
Live Archives lives on as key insight, findings and goodwill taken through to both Aro Archive (the boutiques relaunched brand) and xyz.exchange.
In-house Brand Manager.
Consultant Creative & Business Strategist
Freelance Creative/Art-director (Paris SS15 showroom only)
In 2014 I was invited to update the then largely realised Brand, Product and Marketing Strategy I had originally devised in 2011 (as part of the work LYNCH + LEIGH undertook for the brand).
During this time I had to also help lead a merger negotiation with a prospective new partner and investor. The contractual term negotiations became quite complex.
Additionally, as an extension of my role as Brand Manager I was fortunate enough to have my first official experience as an Art-director for the SS15 sales showroom in Paris.
To see the work undertaken for UNDERGROUND whilst a client of LYNCH + LEIGH between 2011-2013, please click here
Something here
AUFI is an online service and creative tool (initially called AskUsForIdeas.com). I provided much of the initial ideation, direction and IP advice. After the first version of the service launched, I was offered a role as Head of Research, Development and Innovation in return for equity share, a role I took on for the first 5 years.
NLBP, London, UK (1999 - 2009)
Founder, Innovator
NLBP was the holding company for a series of inventions and business ideas that I developed with the goal of securing investment. Although none of them crystallised into significant commercial success, the learnings and exposure they afforded me have been immeasurably important in informing my career and my ability to deliver for my clients.
Notable projects:
GUMI/ F.M.K (first conceived 2004, later additions and refinements up until 2009).
Publik Notice (first conceived 2000, later additions and refinement up until 2006)
SIS (Seen In Scene - first conceived in 2006)
