Translating creative direction into denim and casualwear product that works — creatively, technically, and commercially.

WHAT I DO…

Through design, fit, wash, material, and supplier development, I help brands move from idea to realised product with more clarity, less waste, and stronger outcomes.

Collection of denim and fabric swatches, jeans, and clothing accessories, organized by shades from dark to light, labeled with tags such as 'TEXTURED,' 'SUMMER SHADES,' and 'JAPANESE.'

CREATIVE DIRECTION

Shaping concepts, silhouettes, wash direction and product stories for brands looking to evolve, refine or sharpen their offer.

PRODUCT REALISATION

Translating creative direction into achievable garments through fit, fabric, wash, and construction decisions.

A stainless steel sink with black and blue elastic fabric strips soaked in soapy water.

WASH, FABRIC & SURFACE DEVELOPMENT

Developing distinctive finishes through wash, print, laser, dye, fabric and surface techniques — always with the final product in mind.

Various containers with fabric dye powders and fabric samples in yellow, pink, and blue.

INNOVATION TO PRODUCT

Turning new processes, materials and technologies into product that feels relevant, desirable and commercially usable.

AREAS OF WORK

Working with fashion brands, design teams, and innovation partners where creative direction, denim expertise and product execution need to come together.

I work close to the garment. Fit, fabric, wash, handle, proportion, and finish are not separate decisions — they shape the final product together.

My role is to bring clarity early, helping teams avoid unnecessary sampling loops, unclear supplier communication and development routes that dilute the original idea.

1 // Interpret creative direction

2 // Define product, fit and wash routes

3 // Align suppliers and development teams

4 // Protect design integrity through production

Back view of a person with blonde hair tied in a bun, wearing a gray zip-up jacket and dark pants, standing against a plain light background.
Fashion design sketch of a woman in a black and gray patterned coat dress with knee-high boots, front and back views, fabric details, and design notes.

WHY IT MATTERS

In denim and casualwear, small decisions made early can shape cost, timing, sustainability and final product quality. The wrong fabric, an unclear wash route, unresolved fit or weak supplier communication can create unnecessary sampling, delays and diluted design.

My role is to bring clarity earlier — helping teams make better product decisions before development becomes reactive.

//Projects

BLACKHORSE LANE ATELIERS

Close-up of dark blue denim jeans with orange stitching, showing the waistband, front pockets, and copper rivets.
Black and white denim laser design file.

Leading design, product development and sustainable wash R&D within London’s first sustainable denim wash lab

What it explored // Fit, fabric, wash, design, responsible finishing and practical development routes.

What I brought // Hands-on product development, wash R&D, fit refinement and creative/technical translation.

What it became // Clearer development decisions and lower-impact routes that support product integrity through production.

A male model walking on a fashion runway, wearing a matching denim laser patterned jacket and pants with a purple hoodie underneath, and sneakers.
Fashion model wearing a sheer, long-sleeved top with a feather design and blue wide-leg jeans with feather print lasered on, posing with hands in pockets.

//Projects

PARIS BASED LUXURY BRAND

Close-up of a pair of jeans with a black and gray tie-dye or bleach-splattered pattern.

Translating artwork-led direction into realised denim through wash, print, laser, jacquard and supplier development.

What it explored // Surface, shadow, pattern, texture and the tension between artwork and garment.

What I brought // Creative denim development, wash direction, fabric thinking and supplier translation.

What it became // A clearer route from artwork to product, protecting the creative intent while defining realistic development paths.

Close-up of four fabric pieces showing detailed patterns and textures, including embroidery and woven designs in various shades of cream, beige, and blue.

OFFICINA 39 COLLAB

//Projects

Close-up of wash in progress showing dark blue jeans with a gradient fading downward.
R&D lab shot of blue jeans being spray dyed.

A collaborative development project translating Officina39 chemical and colour innovation into finished denim garments for a major industry trade show.

What it explored // Colour, wash, surface effect and the communication of chemical innovation through garments.

What I brought // Creative direction, wash/product development and alignment between innovation partner and manufacturer.

What it became // Finished denim pieces used across both presentation spaces, turning technical process into tangible product storytelling.

White pairs of pants laid out on the floor with informational sheets on top, in a clothing store or showroom with additional clothing on racks and a concrete wall in the background.
A fashion illustration of a young woman wearing a denim cropped jacket with puffed long sleeves, high-waisted wide-leg jeans, and white sneakers.

Work with me…

For project enquiries, collaborations or advisory support, please get in touch.

Advisory Sessions
For emerging brands, designers and start-ups needing focused guidance before sampling or production. Sessions can be used to review construction briefs, product direction, fit, wash, fabric, supplier routes or development risks.