Independent brand strategist with 15 years of global work across sport, music, luxury and fashion. Ex-clients include Nike, adidas Originals, Warner Music, Bvlgari and Levi’s. Founder of a menswear research studio and magazine. Retained advisor, or by the project.
Turn a brand’s cultural relevance into growth, new business and a sharper place in people’s lives.
Help artists, designers, teams and cultural icons redefine what they stand for and what they’re worth.
Design the models that connect brand, culture and commerce, so cultural advantage is repeatable, not a one-off.
Brands hire me when they’ve slipped out of cultural relevance — or when they’re rich in it but can’t turn it into sharp positioning and commercial results.
A world-first global study of F1 fan culture. Two Financial Times features, a sold-out industry event, new business.
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Part of the agency core team on the global rebrand, and strategic lead on adidas Originals.
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Cultural intelligence and strategy for reactivating and repositioning Madonna’s catalogue ahead of her latest album release.
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DECENT is a menswear research studio, occasionally a print magazine. It focusses on long conversations with men (and masc people) about why and how they choose what to wear.
State of Menswear — exploring the gap between culture and commerce, 2026. Report available on request.
decentmagazine.co.uk →
Finnish-born, London for eighteen years, with a short stint in Amsterdam. Highlight of my career was interviewing Beastie Boys — all three of them.