I take underperforming product ranges and rebuild them into commercially successful lines that push technical boundaries. Modernising design language, blocks/fitting, and fabrication for today's consumer and wholesale markets while advancing performance innovation. My daily dance is one of creative direction and performance innovation, working closely with high-profile athletes to design products that speak to sport, culture, and sustainability goals. My practice centres on range architecture, function, and visual identity for outdoor environments. I build creative direction across multiple categories, owning design and development from concept through factory execution. With a background in textile sourcing and trend forecasting, I work from materials outward. Through textile development, athlete feedback, and projected market positioning, I shape seasonal design direction and guide teams across multiple categories.…I take underperforming product ranges and rebuild them into commercially successful lines that push technical boundaries. Modernising design language, blocks/fitting, and fabrication for today's consumer and wholesale markets while advancing performance innovation. My daily dance is one of creative direction and performance innovation, working closely with high-profile athletes to design products that speak to sport, culture, and sustainability goals. My practice centres on range architecture, function, and visual identity for outdoor environments. I build creative direction across multiple categories, owning design and development from concept through factory execution. With a background in textile sourcing and trend forecasting, I work from materials outward. Through textile development, athlete feedback, and projected market positioning, I shape seasonal design direction and guide teams across multiple categories.WWWW…