I’m a creative leader, mentor, and storyteller — blending 20+ years in fashion with a new chapter in tech, product thinking, and digital experiences. After leading design teams as a Creative Director in menswear, I’ve pivoted into creative tech to focus on systems that serve people with empathy, intention, and a little bit of soul.

 

My leadership style is grounded in care, clarity, and trust. I mentor individuals based on how they work best, give space when needed, and guide when it matters most. I protect my team from outside noise, help shape the process, and keep the vision alive while staying close to the work. I’ve spent years on the frontline as a hands-on product designer, so I know how to support creatives without micromanaging.

 

The turning point? Reading The Inmates Are Running the Asylum — it shifted how I saw design, systems, and the human experience. I retrained in UX, earned a Professional Diploma from the UX Design Institute, and studied Creative Leadership and Facilitation at Hyper Island. I’ve since led sustainability-focused digital projects, combining sharp research with high-fidelity design — all while guiding teams with empathy and a clear sense of direction.

 

But there’s more to me than tech. I founded The Duke, a passion project that blends football, fashion, and working-class identity into a modern brand with terrace soul and Scandinavian minimalism. I write house music on my MPC Keys, creating soundtracks for rebellion and joy. And I’m in the middle of writing a book — The Alchemist’s Rebellion — a creative manifesto about turning chaos into gold, fusing design, leadership, music, and my journey from Glasgow to Stockholm.

 

Everything I do — from brands to beats to building teams — is about people, story, and creative culture. I believe leadership is a creative act in itself. And reinvention? That’s my superpower.

Let’s build what matters — and have some fun doing it.