A culture-obsessed Creative Strategist who loves to write. That's me in a nutshell.
From content to cultural insights, I've worked for big names in fashion (adidas, Armani, size?, Reebok Classics), consulted for arts organisations (V&A East, Block 9), built grassroots communities (Common People, The Move) and written for The Times, It's Nice That and Hypebeast.
I am also a mentor and passionate campaigner for Class equality in the creative industries. In 2021 I co-founded Common People, a professional network for anybody in the creative industries with experience of being from a Working Class background. Our community is now home to hundreds of engaged members with thousands more subscribers.
In 2016 I launched The Move, an independent print magazine celebrating music and style culture. Sales grew by 150% in our first three issues, with worldwide subscribers, award nominations and a huge buzz in the media. I achieved this without any advertising spend, trusting in the strength of the content to speak for itself. The Move ran for six successful issues until the pandemic closed our doors in 2020.
You can listen to me talking about club culture, style, creativity, community and growing up in London here: https://open.spotify.com/episode/4DLCnLVEA9yNEKXl1wuFot?si=f3f8fc124e204f1e
Projects
- MUNDIAL x Admiral Sporting GoodsTo coincide with the release of Bob Marley: One Love, MUNDIAL and Admiral created a capsule collection inspired by Bob's legendary football matches in Battersea Park in 1977. We needed a localised approach that captured the artist's legacy in the city he considered his spiritual home, and would stand out amongst the noise of the movie release. Rather than use models or influencers for a shoot, we cast local charity leaders, youth workers and cultural voices to wear the clothes, speaking to each
- HANON x adidas Originals London Pop-Up StoreWorking together with MUNDIAL Studios, we created a pop-up store for Aberdeen retailers HANON to celebrate the launch of the adidas London shoe. We based the store around independent sports shops of the '80s and '90s, complete with fully set dressed windows and interior. Everything from the social media invites to the mock adverts on the walls fed into the theme, giving customers a fully immersive sports shop experience throughout. I also hosted a panel talk on the launch night, discussing t
- The MoveThe Move is a print magazine celebrating contemporary music and style culture in the UK, from the clothes to the records and the parties, with a strong lineage to the foundations of today's scene. I started the magazine in December 2016 in the spirit of irreverent music fanzines, using premium stock paper. Now on our fifth issue, we're stocked in some of the country's finest record and clothes shops including Oi Polloi, Rough Trade, Wavey Garms and the ICA Bookshop, with subscribers all over
Work history
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Founder and EditorThe Move
London, United KingdomFreelance
The Move is a print magazine celebrating contemporary music and style culture in the UK, from the clothes to the records and the parties, with a strong lineage to the foundations of today's scene. I started the magazine in December 2016 in the spirit of irreverent music fanzines, using premium stock paper.
Now on our fifth issue, we're stocked in some of the country's finest record and clothes shops including Oi Polloi, Rough Trade, Wavey Garms and the ICA Bookshop, with subscribers all over the world. So far, every issue has sold out.
I am responsible for every aspect of production, from writing and commissioning articles to distribution and sales.
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Creative ProducerTangent
- London, United KingdomFreelance
Tangent Design approached me to work on a repositioning project for the cult sportswear brand.
I led the initial ideation process, helping to turn the framework of a brief into a full content proposal for a global market. This included photo, video and editorial for both online and print.
I then personally organised and oversaw asset creation, assembling and leading the production team until delivery.
Full campaign goes live Spring 2019.
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Skills
- Content
- Content Curation
- Culture Writing
- Culture Marketing
- Art Direction
- Journalism
- Marketing Strategy
- Copywriting