About Me

I’m a British Design Director located in Los Angeles, with over a decade of experience steering lifestyle and streetwear brands from concept and design to market. In my previous roles as Creative Director at Teddy Fresh & Creative Lead at Lazy Oaf, I led multiple teams across Design, Creative & Marketing and prided myself on having a strong eye for detail, creative vision and commerciality, whilst also acting as a mentor and guide to the team members who I managed.

Across my career I have spearheaded collaborations with global brands including Dr. Martens, Crocs, Umbro, and Marvel across the UK and North American markets, blending trend forecasting with brand storytelling to create thoughtful, design-led collections with great commercial success. When working on these projects I have had ownership of product from initial concept through to launch, overseeing the Design process as well as Ecom photography, campaign creative direction and social media strategy. My background in Fashion Design ensures I approach creative direction and marketing from a product first perspective, I am highly organised with a refined attention to detail.

Core Skills

  • Concept research, theme development & creative direction

  • Apparel, accessories & lifestyle product design across mens, womens & childrenswear

  • Techpack creation & fit development

  • Team leadership & mentoring

  • Trend forecasting & visual storytelling

  • Cross-category line planning

  • Web & content design

  • Collaboration & licensing

  • AI product renders

  • Presentation to internal and external stakeholders

Experience

Freelance - Design Consultant

Los Angeles | September 2025 – Present

  • Freelance fashion design consultant supporting brands across the design and development process

  • Concept creation, design and techpacking for womenswear, menswear and childrenswear

  • Lead design for collaboration projects with external licenses and partners

  • Managing timeline to keep collections on track and running smoothly, and increasing product lead time

  • Offering strategic guidance to help brands align creative vision with business goals

  • Helps teams streamline their workflow from initial idea to final product

  • Lead direction on new brand development, from concept & deck building to product development

Teddy Fresh - Creative Director

Los Angeles | June 2022 – July 2025

  • Lead design across all categories and oversee a team of 6 designers & creatives

  • Drive concept research, build seasonal direction, and lead collection development

  • Guide techpack creation, fit sessions, and design QC

  • Own design calendar, critical paths, and line planning based on revenue targets

  • Lead brand collaborations-from pitch decks to design execution

  • Oversee content creation across campaign, ecommerce, and social platforms

  • Direct visual output across web, socials, and photo shoots

Lazy Oaf - Senior Designer > Designer Manager > Creative Lead

London, UK | March 2017 - June 2022

  • Led design, marketing & graphics teams, managing calendars and development

  • Designed apparel, accessories & homeware with a team of designers

  • Drove collaboration projects with Dr. Martens, Crocs, Umbro, and more

  • Directed visual identity across digital and physical touchpoints

  • Led inclusive fit sessions with focus on curve sizing

  • Approved all creative assets for product and digital rollouts

Fila - Junior Designer > Apparel Designer

London, UK | April 2014 - March 2017

  • Led design for Fila Blackline across UK and US, tripling annual revenue

  • Integrated archive research into contemporary sportswear designs

  • Managed CADs, techpacks, specs, color/fabric selection, and supplier liaison

  • Directed visual merchandising and attended international campaign shoots

  • Presentation of collections to international teams & external partners

  • Design SMU lines for partners such as Urban Outfitters and Asos

Puma - Design Intern

London, UK | July 2013 - April 2014

  • Supported design team with CADs, research, and techpacks

  • Assisted in presentations, trend analysis, and archive organization.

Education

BA (Hons) Fashion Design, Kingston University London - 2:1

Art Foundation, Canterbury - Distinction

Tools & Strengths

Adobe Creative Suite | Apparel Design | Techpacks | Line Sheets | Hand Sketching | Campaign Styling | Trend Research | Team Leadership | Digital Design | Commercial Strategy | AI software