Building Brands
Beyond the Product.

Streetwear is increasingly shaped by short-lived trends, algorithm-driven exposure and constant pressure to produce something new. While this can create moments of rapid visibility, it does not always create long-term value.

Strong brands understand where they sit creatively, culturally and commercially. My approach is to help brands identify the qualities that make them distinctive and then build a commercial structure around those qualities.

Strategy should connect every part of the business: product, storytelling, pricing, distribution, e-commerce and customer experience. When those elements work together, growth becomes more stable and decisions become easier to make.

The strongest brand collaborations feel natural to both partners while introducing something neither could create independently.

I worked on the development and delivery of the Yardsale x Sergio Tacchini collaboration, acting as a direct point of contact between both brands throughout the project. My involvement included defining the overall project scope, negotiating product styles and production responsibilities, coordinating timelines and ensuring the collaboration moved consistently from early discussions through to execution.

In an increasingly digital retail landscape, giving customers the opportunity to physically experience a product is more valuable than ever. Pop-ups and temporary retail spaces allow customers to connect directly with the product, the people behind it and the wider world of the brand.

Over the past five years, I have led the planning and delivery of pop-ups and retail activations across London, Bristol, Japan and Korea. My experience covers the full process: selecting the right city and location, developing the retail concept, planning stock, coordinating international logistics, working with local partners, setting up the space and managing the event on the ground.

E-commerce is not simply a website. It is a combination of product, imagery, storytelling, technology, logistics and customer experience.

At Yardsale, I oversee the day-to-day development of the online business, working across product management, seasonal launches, photography, copy, collection structure, analytics, fulfilment and international expansion.

Following Brexit and changes to US import tariffs, I helped establish dedicated European and American e-commerce operations. By working with third-party logistics partners in both territories, we were able to hold stock closer to customers, reduce delivery complications and create a stronger international shopping experience.

Independent brands often rely on small teams working across multiple responsibilities. Without clear systems, calendars and communication, even strong creative ideas can become difficult to deliver.

At Yardsale, I manage people and workflows across warehousing, design, production, art direction, photography and freelance support. I build and maintain the seasonal calendar that connects each department, ensuring product development, content creation, wholesale sales, production, deliveries and launches are working toward the same deadlines.

Stock control begins long before a product reaches the warehouse. I work directly with factories throughout the full production cycle, from early product development and minimum-order negotiations through to final delivery and ongoing stock management.

This includes negotiating pricing and minimum order quantities, agreeing production schedules, monitoring payments, resolving manufacturing mistakes and negotiating solutions for overproduction, defects or missed expectations.

Once the goods arrive, I track stock levels, sales performance and rate of turnover across e-commerce, wholesale and international territories. The goal is to balance product availability with cash flow: producing enough to meet demand without leaving the business exposed to unnecessary stock or manufacturing costs.