In the last two decades I've specialised in designing and developing foresight intelligence for strategic direction.
Moving between senior leadership seats at large brands and retailers across Europe and Asia, with a recurring objective being strategic transformation, my experience spans foresight research and strategy, building brand identity, creative concept, collection design & development, sustainability strategy, and team management.
Key Drivers
Portfolio
Please find a selection of my work below.
2020 - 2024
Global Head of Sustainability
O'Neill Europe
A few pages from the 2022 sustainability report. Both a summary of the projects worked on and achievements celebrated, as well as an example of my art direction and copywriting direction.
Report
Sustainability Report 2022 | O'Neill Europe (1/13)
Report
Sustainability Report 2022 | O'Neill Europe (2/13)
Report
Sustainability Report 2022 | O'Neill Europe (3/13)
Report
Sustainability Report 2022 | O'Neill Europe (4/13)
Report
Sustainability Report 2022 | O'Neill Europe (5/13)
Report
Sustainability Report 2022 | O'Neill Europe (6/13)
Report
Sustainability Report 2022 | O'Neill Europe (7/13)
Report
Sustainability Report 2022 | O'Neill Europe (8/13)
Report
Sustainability Report 2022 | O'Neill Europe (9/13)
Report
Sustainability Report 2022 | O'Neill Europe (10/13)
Report
Sustainability Report 2022 | O'Neill Europe (11/13)
Report
Sustainability Report 2022 | O'Neill Europe (12/13)
Report
Sustainability Report 2022 | O'Neill Europe (13/13)
A few pages from the 2021 sustainability report. Both a summary of the projects worked on and achievements celebrated, as well as an example of my art direction and copywriting direction.
Report
Sustainability Report 2021 | O'Neill Europe (1/21)
Report
Sustainability Report 2021 | O'Neill Europe (2/21)
Report
Sustainability Report 2021 | O'Neill Europe (3/21)
Report
Sustainability Report 2021 | O'Neill Europe (4/21)
Report
Sustainability Report 2021 | O'Neill Europe (5/21)
Report
Sustainability Report 2021 | O'Neill Europe (6/21)
Report
Sustainability Report 2021 | O'Neill Europe (7/21)
Report
Sustainability Report 2021 | O'Neill Europe (8/21)
Report
Sustainability Report 2021 | O'Neill Europe (9/21)
Report
Sustainability Report 2021 | O'Neill Europe (10/21)
Report
Sustainability Report 2021 | O'Neill Europe (11/21)
Report
Sustainability Report 2021 | O'Neill Europe (12/21)
Report
Sustainability Report 2021 | O'Neill Europe (13/21)
Report
Sustainability Report 2021 | O'Neill Europe (14/21)
Report
Sustainability Report 2021 | O'Neill Europe (15/21)
Report
Sustainability Report 2021 | O'Neill Europe (16/21)
Report
Sustainability Report 2021 | O'Neill Europe (17/21)
Report
Sustainability Report 2021 | O'Neill Europe (18/21)
Report
Sustainability Report 2021 | O'Neill Europe (19/21)
Report
Sustainability Report 2021 | O'Neill Europe (20/21)
Report
Sustainability Report 2021 | O'Neill Europe (21/21)
A few pages from the 2020 sustainability report. Both a summary of the projects worked on and achievements celebrated, as well as an example of my art direction and copywriting direction.
Report
Sustainability Report 2020 | O'Neill Europe (1/5)
Report
Sustainability Report 2020 | O'Neill Europe (2/5)
Report
Sustainability Report 2020 | O'Neill Europe (3/5)
Report
Sustainability Report 2020 | O'Neill Europe (4/5)
Report
Sustainability Report 2020 | O'Neill Europe (5/5)
To enforce O'Neill's global Ocean Mission I aligned a strategic partnership with Save the Waves Coalition. We assigned annual joint projects and ensured the supporting assets.
Ocean Mission | brand partnerships
2019 - 2020
Category Manager, Kids & Accessories
O'Neill Europe
Collection overview of a Boys Summer capsule.
Overview
Boys | High Summer 2020 range overview (1/4)
Overview
Boys | High Summer 2020 range overview (2/4)
Overview
Boys | High Summer 2020 range overview (3/4)
Overview
Boys | High Summer 2020 range overview (4/4)
Collection overview of a Girls Summer capsule.
Overview
Girls | High Summer 2020 range overview (1/4)
Overview
Girls | High Summer 2020 range overview (2/4)
Overview
Girls | High Summer 2020 range overview (3/4)
Overview
Girls | High Summer 2020 range overview (4/4)
Collection strategy of a Kids Spring collection capsule.
Capsule Strategy
SS20 Kids capsule strategy and keylooks (1/4)
Capsule Strategy
SS20 Kids capsule strategy and keylooks (2/4)
Capsule Strategy
SS20 Kids capsule strategy and keylooks (3/4)
Capsule Strategy
SS20 Kids capsule strategy and keylooks (4/4)
Collection overview of a Kids Spring collection incl keylooks.
Overview
Kids | SS21 keylooks (1/6)
Overview
Kids | SS21 keylooks (2/6)
Overview
Kids | SS21 keylooks (3/6)
Overview
Kids | SS21 keylooks (4/6)
Overview
Kids | SS21 keylooks (5/6)
Overview
Kids | SS21 keylooks (6/6)
Kids SS21 lookbook
Lookbook
Kids | SS21 lookbook (1/15)
Lookbook
Kids | SS21 lookbook (2/15)
Lookbook
Kids | SS21 lookbook (3/15)
Lookbook
Kids | SS21 lookbook (4/15)
Lookbook
Kids | SS21 lookbook (5/15)
Lookbook
Kids | SS21 lookbook (6/15)
Lookbook
Kids | SS21 lookbook (7/15)
Lookbook
Kids | SS21 lookbook (8/15)
Lookbook
Kids | SS21 lookbook (9/15)
Lookbook
Kids | SS21 lookbook (10/15)
Lookbook
Kids | SS21 lookbook (11/15)
Lookbook
Kids | SS21 lookbook (12/15)
Lookbook
Kids | SS21 lookbook (13/15)
Lookbook
Kids | SS21 lookbook (14/15)
Lookbook
Kids | SS21 lookbook (15/15)
These overviews showcase the year-round bags collection.
Overview
Accessories | collection overview (1/10)
Overview
Accessories | collection overview (2/10)
Overview
Accessories | collection overview (3/10)
Overview
Accessories | collection overview (4/10)
Overview
Accessories | collection overview (5/10)
Overview
Accessories | collection overview (6/10)
Overview
Accessories | collection overview (7/10)
Overview
Accessories | collection overview (8/10)
Overview
Accessories | collection overview (9/10)
Overview
Accessories | collection overview (10/10)
Collection strategy, design and development. Photoshoot art direction and styling.
Photoshoot
Kids Fall/Winter | photoshoot selects (1/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (2/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (3/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (4/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (5/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (6/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (7/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (8/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (9/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (10/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (11/12)
Photoshoot
Kids Fall/Winter | photoshoot selects (12/12)
2018
Head of Design & Brand Strategy
Shoeby, Jill & Mitch
Developed the strategy and brand identity to move the existing Jill & Mitch retail brand to become a wholesale and retail brand.
Strategy
Jill & Mitch | brand identity (1/14)
Strategy
Jill & Mitch | brand identity (2/14)
Strategy
Jill & Mitch | brand identity (3/14)
Strategy
Jill & Mitch | brand identity (4/14)
Strategy
Jill & Mitch | brand identity (5/14)
Strategy
Jill & Mitch | brand identity (6/14)
Strategy
Jill & Mitch | brand identity (7/14)
Strategy
Jill & Mitch | brand identity (8/14)
Strategy
Jill & Mitch | brand identity (9/14)
Strategy
Jill & Mitch | brand identity (10/14)
Strategy
Jill & Mitch | brand identity (11/14)
Strategy
Jill & Mitch | brand identity (12/14)
Strategy
Jill & Mitch | brand identity (13/14)
Strategy
Jill & Mitch | brand identity (14/14)
To strengthen the new brand strategy, we developed a new branding concept for Jill & Mitch.
Strategy
Jill & Mitch | logo & branding concept (1/11)
Strategy
Jill & Mitch | logo & branding concept (2/11)
Strategy
Jill & Mitch | logo & branding concept (3/11)
Strategy
Jill & Mitch | logo & branding concept (4/11)
Strategy
Jill & Mitch | logo & branding concept (5/11)
Strategy
Jill & Mitch | logo & branding concept (6/11)
Strategy
Jill & Mitch | logo & branding concept (7/11)
Strategy
Jill & Mitch | logo & branding concept (8/11)
Strategy
Jill & Mitch | logo & branding concept (9/11)
Strategy
Jill & Mitch | logo & branding concept (10/11)
Strategy
Jill & Mitch | logo & branding concept (11/11)
Selected pages from the concept and collection strategy deck for the first deliveries of the rebranded Jill & Mitch.
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (1/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (2/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (3/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (4/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (5/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (6/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (7/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (8/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (9/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (10/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (11/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (12/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (13/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (14/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (15/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (16/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (17/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (18/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (19/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (20/21)
Trend & Concept
"Future Now" | SS20 concept, JM Takes Flight (21/21)
2018
Guest Lecturer
IED Barcelona
2018
External Exam Committee
Artemis Academy & ROC Hilversum
2018
Stylist, "Back to Work" Campaign
Hudson's Bay
2017 - 2018
Design Manager, Menswear
Inditex, Stradivarius MAN
Trend presentation for management to kick-off the new design season.
Trend
Catwalk Trend | Spring Summer 18 (1/8)
Trend
Catwalk Trend | Spring Summer 18 (2/8)
Trend
Catwalk Trend | Spring Summer 18 (3/8)
Trend
Catwalk Trend | Spring Summer 18 (4/8)
Trend
Catwalk Trend | Spring Summer 18 (5/8)
Trend
Catwalk Trend | Spring Summer 18 (6/8)
Trend
Catwalk Trend | Spring Summer 18 (7/8)
Trend
Catwalk Trend | Spring Summer 18 (8/8)
I developed the strategy, identity and workflow for the new Stradivarius MAN collection and team.
Strategy
Brand strategy & workflow (1/6)
Strategy
Brand strategy & workflow (2/6)
Strategy
Brand strategy & workflow (3/6)
Strategy
Brand strategy & workflow (4/6)
Strategy
Brand strategy & workflow (5/6)
Strategy
Brand strategy & workflow (6/6)
Brand and seasonal direction.
Strategy
Stradivarius MAN | AW17/18 (1/15)
Strategy
Stradivarius MAN | AW17/18 (2/15)
Strategy
Stradivarius MAN | AW17/18 (3/15)
Strategy
Stradivarius MAN | AW17/18 (4/15)
Strategy
Stradivarius MAN | AW17/18 (5/15)
Strategy
Stradivarius MAN | AW17/18 (6/15)
Strategy
Stradivarius MAN | AW17/18 (7/15)
Strategy
Stradivarius MAN | AW17/18 (8/15)
Strategy
Stradivarius MAN | AW17/18 (9/15)
Strategy
Stradivarius MAN | AW17/18 (10/15)
Strategy
Stradivarius MAN | AW17/18 (11/15)
Strategy
Stradivarius MAN | AW17/18 (12/15)
Strategy
Stradivarius MAN | AW17/18 (13/15)
Strategy
Stradivarius MAN | AW17/18 (14/15)
Strategy
Stradivarius MAN | AW17/18 (15/15)
Ecommerce lookbook art direction and styling.
Ecom
Ecom lookbook (1/13)
Ecom
Ecom lookbook (2/13)
Ecom
Ecom lookbook (3/13)
Ecom
Ecom lookbook (4/13)
Ecom
Ecom lookbook (5/13)
Ecom
Ecom lookbook (6/13)
Ecom
Ecom lookbook (7/13)
Ecom
Ecom lookbook (8/13)
Ecom
Ecom lookbook (9/13)
Ecom
Ecom lookbook (10/13)
Ecom
Ecom lookbook (11/13)
Ecom
Ecom lookbook (12/13)
Ecom
Ecom lookbook (13/13)
Collection capsule strategy.
Capsule
Keith Haring capsule | Valentine's Day (1/9)
Capsule
Keith Haring capsule | Valentine's Day (2/9)
Capsule
Keith Haring capsule | Valentine's Day (3/9)
Capsule
Keith Haring capsule | Valentine's Day (4/9)
Capsule
Keith Haring capsule | Valentine's Day (5/9)
Capsule
Keith Haring capsule | Valentine's Day (6/9)
Capsule
Keith Haring capsule | Valentine's Day (7/9)
Capsule
Keith Haring capsule | Valentine's Day (8/9)
Capsule
Keith Haring capsule | Valentine's Day (9/9)
Collection capsule strategy.
Keith Haring capsule | campaign video
Collection overviews per delivery.
Overview
Collection overviews (1/11)
Overview
Collection overviews (2/11)
Overview
Collection overviews (3/11)
Overview
Collection overviews (4/11)
Overview
Collection overviews (5/11)
Overview
Collection overviews (6/11)
Overview
Collection overviews (7/11)
Overview
Collection overviews (8/11)
Overview
Collection overviews (9/11)
Overview
Collection overviews (10/11)
Overview
Collection overviews (11/11)
Sales strategy online fitguide.
Fitguide
Denim fitguide | stills (1/4)
Fitguide
Denim fitguide | stills (2/4)
Fitguide
Denim fitguide | stills (3/4)
Fitguide
Denim fitguide | stills (4/4)
Sales strategy instore fitguide.
Denim fitguide | video
SS18 press release kit incl seasonal keylooks.
Press
SS18 press release kit (1/6)
Press
SS18 press release kit (2/6)
Press
SS18 press release kit (3/6)
Press
SS18 press release kit (4/6)
Press
SS18 press release kit (5/6)
Press
SS18 press release kit (6/6)
2014 - 2017
Design Manager, Menswear & Denim
Bestseller China, Jack&Jones
Jack & Jones Originals rebranded collection launch.
Press
Harper's Bazaar Men | Jack & Jones Originals collection launch
Press
Harper's Bazaar Men | bomber story
Press
Harper's Bazaar Men | leather bomber
2016 Spring lookbook for collection overview and keylook strategy.
Lookbook
2016 Spring Lookbook | Originals (1/18)
Lookbook
2016 Spring Lookbook | Originals (2/18)
Lookbook
2016 Spring Lookbook | Originals (3/18)
Lookbook
2016 Spring Lookbook | Originals (4/18)
Lookbook
2016 Spring Lookbook | Originals (5/18)
Lookbook
2016 Spring Lookbook | Originals (6/18)
Lookbook
2016 Spring Lookbook | Originals (7/18)
Lookbook
2016 Spring Lookbook | Originals (8/18)
Lookbook
2016 Spring Lookbook | Originals (9/18)
Lookbook
2016 Spring Lookbook | Originals (10/18)
Lookbook
2016 Spring Lookbook | Originals (11/18)
Lookbook
2016 Spring Lookbook | Originals (12/18)
Lookbook
2016 Spring Lookbook | Originals (13/18)
Lookbook
2016 Spring Lookbook | Originals (14/18)
Lookbook
2016 Spring Lookbook | Originals (15/18)
Lookbook
2016 Spring Lookbook | Originals (16/18)
Lookbook
2016 Spring Lookbook | Originals (17/18)
Lookbook
2016 Spring Lookbook | Originals (18/18)
2016 Spring campaign for brand identity and keylook strategy.
Campaign
SS16 campaign
Campaign
SS16 campaign
Campaign
SS16 campaign
Campaign
SS16 campaign
Campaign
SS16 campaign
Campaign
SS16 campaign
Guide for stylist.
"How to Cuff Your Denim" | WeChat campaign guide
We shot and manually edited these clips in our showroom. They were shared on the Jack & Jones and Bestseller WeChat channels.
WeChat campaign clip | How to cuff your denim
We shot and manually edited these clips in our showroom. They were shared on the Jack & Jones and Bestseller WeChat channels.
WeChat campaign clip | How to style your denim
Collection overview of a rebranded Originals season.
Overview
Originals collection overview SS17 (1/10)
Overview
Originals collection overview SS17 (2/10)
Overview
Originals collection overview SS17 (3/10)
Overview
Originals collection overview SS17 (4/10)
Overview
Originals collection overview SS17 (5/10)
Overview
Originals collection overview SS17 (6/10)
Overview
Originals collection overview SS17 (7/10)
Overview
Originals collection overview SS17 (8/10)
Overview
Originals collection overview SS17 (9/10)
Overview
Originals collection overview SS17 (10/10)
Accessories collection overview.
Overview
Originals AW17 | accessories overview (1/2)
Overview
Originals AW17 | accessories overview (2/2)
Denim trucker techpack. Note: BOM was in separate document.
Techpack
T. Solar Selvedge Denim Trucker Jacket | techpack, SS17 (1/6)
Techpack
T. Solar Selvedge Denim Trucker Jacket | techpack, SS17 (2/6)
Techpack
T. Solar Selvedge Denim Trucker Jacket | techpack, SS17 (3/6)
Techpack
T. Solar Selvedge Denim Trucker Jacket | techpack, SS17 (4/6)
Techpack
T. Solar Selvedge Denim Trucker Jacket | techpack, SS17 (5/6)
Techpack
T. Solar Selvedge Denim Trucker Jacket | techpack, SS17 (6/6)
Denim techpack. Note: BOM was in separate document.
Techpack
O.Tim Electric Repair Jeans | techpack, AW16 (1/6)
Techpack
O.Tim Electric Repair Jeans | techpack, AW16 (2/6)
Techpack
O.Tim Electric Repair Jeans | techpack, AW16 (3/6)
Techpack
O.Tim Electric Repair Jeans | techpack, AW16 (4/6)
Techpack
O.Tim Electric Repair Jeans | techpack, AW16 (5/6)
Techpack
O.Tim Electric Repair Jeans | techpack, AW16 (6/6)
Moodboard of a seasons keylook for styling and design purposes.
Moodboard
SS17 Keylook
Moodboard
Mood SS17 | reality check, real blue
2011 - 2013
Designer & Trend Analyst, Menswear
The Sting
Keylook pages for various deliveries of the Sting's private labels Revelation and Company Cotton Club.
Keylooks
Various keylooks for the labels Revelation and Company Cotton Club
Keylooks
Various keylooks for the labels Revelation and Company Cotton Club
Keylooks
Various keylooks for the labels Revelation and Company Cotton Club
Keylooks
Various keylooks for the labels Revelation and Company Cotton Club
Technical design sheets for outerwear.
Techpack
Techpack | Parka (1/7)
Techpack
Techpack | Parka (2/7)
Techpack
Techpack | Parka (3/7)
Techpack
Techpack | Parka (4/7)
Techpack
Techpack | Parka (5/7)
Techpack
Techpack | Parka (6/7)
Techpack
Techpack | Parka (7/7)
Technical design sheets for shirts.
Techpack
Techpack | Quilted Shirt (1/6)
Techpack
Techpack | Quilted Shirt (2/6)
Techpack
Techpack | Quilted Shirt (3/6)
Techpack
Techpack | Quilted Shirt (4/6)
Techpack
Techpack | Quilted Shirt (5/6)
Techpack
Techpack | Quilted Shirt (6/6)
Collection overview of the first delivery of SS13.
Overview
Collection overview SS13 del.1 | Revelation (1/2)
Overview
Collection overview SS13 del.1 | Revelation (2/2)
2010 - 2011
Jr. Designer, Denim
Scotch & Soda, Amsterdams Blauw
Seasonal concept moodboard.
Moodboard
Amsterdams Blauw | mood & reference
Moodboard
Seasonal moodboard
Various pages from sketchbook. Style, detail and trim development.
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Sketch
Various pages from sketch book
Lookbook for collection overview of designed styles, managing lookbook shoot and stills shoot.
Lookbook
Shrunk lookbook
Lookbook
Scotch Shrunk lookbook | page 1/15
Lookbook
Scotch Shrunk lookbook | page 2/15
Lookbook
Scotch Shrunk lookbook | page 3/15
Lookbook
Scotch Shrunk lookbook | page 4/15
Lookbook
Scotch Shrunk lookbook | page 5/15
Lookbook
Scotch Shrunk lookbook | page 6/15
Lookbook
Scotch Shrunk lookbook | page 7/15
Lookbook
Scotch Shrunk lookbook | page 8/15
Lookbook
Scotch Shrunk lookbook | page 9/15
Lookbook
Scotch Shrunk lookbook | page 10/15
Lookbook
Scotch Shrunk lookbook | page 11/15
Lookbook
Scotch Shrunk lookbook | page 12/15
Lookbook
Scotch Shrunk lookbook | page 13/15
Lookbook
Scotch Shrunk lookbook | page 14/15
Lookbook
Scotch Shrunk lookbook | page 15/15
Lookbook for collection overview of designed styles, managing lookbook shoot and stills shoot.
Lookbook
R'Belle lookbook
Lookbook
R'Belle lookbook | page 1/19
Lookbook
R'Belle lookbook | page 2/19
Lookbook
R'Belle lookbook | page 3/19
Lookbook
R'Belle lookbook | page 4/19
Lookbook
R'Belle lookbook | page 5/19
Lookbook
R'Belle lookbook | page 6/19
Lookbook
R'Belle lookbook | page 7/19
Lookbook
R'Belle lookbook | page 8/19
Lookbook
R'Belle lookbook | page 9/19
Lookbook
R'Belle lookbook | page 10/19
Lookbook
R'Belle lookbook | page 11/19
Lookbook
R'Belle lookbook | page 12/19
Lookbook
R'Belle lookbook | page 13/19
Lookbook
R'Belle lookbook | page 14/19
Lookbook
R'Belle lookbook | page 15/19
Lookbook
R'Belle lookbook | page 16/19
Lookbook
R'Belle lookbook | page 17/19
Lookbook
R'Belle lookbook | page 18/19
Lookbook
R'Belle lookbook | page 19/19
Stand and collection styling at Pitti Bimbo.
Pitti Bimbo | stand styling
Stand and collection styling at Pitti Uomo.
Pitti Uomo | stand styling, Jun 2011
2006 - 2010
Jr. Designer & Product Developer
Tommy Hilfiger, Hilfiger Denim
Boardshorts design.
Overview boardshorts
Belts design.
Overview belts
Hats design.
Overview hats
Scarves design.
Overview scarves
Curriculum Vitae
Please find the details of my CV below. Tap any role to open it for some more detail.
Should you prefer a more detailed CV in printable format, please download a copy here or at the bottom of this page.
2026 · Futures Design
2020 · O'Neill
2019 · O'Neill
2018 · Freelance
2017 · Stradivarius
2014 · Jack&Jones
2011 · The Sting
2010 · Scotch&Soda
2006 · Hilfiger
2024 2006
- Set a three-year and long-term sustainability strategy for the global brand, with region-specific playbooks for the EU team and support for all other regions and licensees.
- Led an annual impactful sustainability impact calendar, and wrote and published the annual sustainability report.
- Regular cross-brand and regional executive reporting.
- Developed environmental and social responsibility policy, and kept design, buying, and marketing up to date on product requirements, innovation, and coming legislation.
- Trained product, marketing, logistics, and customer service teams on textile innovation, material legislation, and sustainability communication.
- Led the CSR Manager directly, and supported managers company-wide in a dotted line on sustainability topics.
- Aligned strategic brand partnerships.
- As part of the Senior Leadership Team, this role was pivotal in defining business targets and establishing KPI's. It included the training and development of all teams towards implementation of new protocols in their functions.
- Set the long-term strategy, range plans, and pricing for Kids & Accessories, in line with company targets.
- Develop a Kids own brand identity in line with O'Neill DNA.
- Led a cross-functional team spanning Buying, Design, and Merchandising.
- Analysed sales history to steer commercial and trend direction.
- Monitor product development to ensure style, fit, quality, detail requirements are addressed.
- Presented the collections at GTM events.
- Sat on the Senior Leadership Team, helping set business targets and KPIs.
Head of Design & Brand Strategy | Jill & Mitch (Jul–Nov)
- Led the kids brand's expansion into wholesale: Led the development of the brand's DNA and branding, collection planning and design direction and team coaching through the transition.
Stylist | Hudson's Bay, "Back to Work" campaign (Jun)
- Second stylist on the seasonal campaign shoot.
External Exam Committee | Artemis Academy & ROC Hilversum
- Assessed graduating students in Allround Styling and Junior Fashion Design.
Guest Lecturer | IED Barcelona (Feb)
- Workshop for BA Communications & Marketing students on design planning, range strategy, and brand positioning.
- Led a design team of seven, building Stradivarius MAN's identity, positioning and handwriting from launch.
- Directed seasonal and quick-response trend analysis, concepts, design direction and product research and development.
- Built the menswear production standard and grew supplier partnerships, working closely with the quality dept on fit and workmanship.
- Presented collections internally for buying, and to the wider company to steer commercial, PR and VM direction.
- Worked closely with Marketing to develop consumer facing lookbooks and selling tools.
- Led a design team of five.
- Launched Jeans Intelligence, the denim brand across all Jack&Jones China sub-brands (roughly 30% of brand value, 200+ styles and 3 million units in its first year).
- Rebranded and repositioned Originals (8 collections a year, around 320 styles, 2 billion CNY in value).
- Led a design team of five through seasonal trend research, range build and development, and collection presentation.
- Directed lookbook shoots and seasonal fashion shows, and briefed Marketing, Ecommerce and VM on brand and trend direction.
- Promoted from Senior Designer, Denim (2014–2015) to Design Manager across Jeans Intelligence and Originals.
- Designed the Revelation menswear collection; knits, wovens, outerwear, bottoms and accessories.
- Acted as trend analyst for the Menswear styling department, researching and presenting across all private labels.
- Concept and styling lead for campaign and monthly private-label lookbook shoots.
- Designed denim jeans, jackets, skirts, dresses and graphic tees for Scotch Shrunk and Scotch R'Belle.
- Supported Senior Designers on Scotch & Soda Menswear and Maison Scotch Amsterdam's Blauw ranges.
- Progressed from Product Developer, Trims (2006–2008) to Jr. Designer & Product Developer, Accessories & Swim (2008–2010).
Education
-
2025 - ongoing
Futures Thinking SpecializationInstitute for the Future.
Foresight, forecasting, strategic planning. -
2025
Masterclass, The Future of StrategyUniversity of Amsterdam | Faculty of Social and Behavioural Science.
Foresight, forecasting, futures thinking. Strategy building for the future.
How to approach uncertainty and complexity in strategic contexts. -
2024 - 2025
Professioneel & Ambachtelijk Weven
Weefacademie Sytze Roos — professional handweavingSee some of the weaving work in the Atelier →
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2018
Fashion and SustainabilityLondon College of Fashion.
Six-week course on sustainable fashion design & business -
2005 - 2007
Mode Styling / VormgevingArtemis Academy, Amsterdam.
Graduation thesis: Design of a conceptual denim collection linked to Levi's.
“Denim & protection - coatings, finishes and shapes inspired by protection in nature.” -
2001 - 2005
BSc International Fashion ManagementAMFI, Amsterdam.
Internships at Anna Sui (NYC) & M&S Mode
Graduation thesis: “Responsible Ecoist” Socially responsible production & brands in the current market.
Atelier
A selection of personal and commissioned projects.
Designed and handpainted birth announcement cards.
Design
Birth announcement design
Design
Birth announcement — Mae
Designed and handpainted wedding and housewarming invitation.
Design
Wedding & housewarming invitation design
Design
Wedding & housewarming invitation — back
Design
Wedding & housewarming invitation — extended version
Weaving
Handweaving | Weefacademie Sytze Roos, 2024–2025
Weaving
Handweaving | Weefacademie Sytze Roos, 2024–2025
Weaving
Handweaving | Weefacademie Sytze Roos, 2024–2025
Weaving
Handweaving | Weefacademie Sytze Roos, 2024–2025
Weaving
Handweaving | Weefacademie Sytze Roos, 2024–2025
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook | detail development, Scotch & Soda
Sketchbook
Sketchbook — menswear knitwear development
Sketchbook
Sketchbook — menswear knitwear development
Sketchbook
Sketchbook — menswear knitwear development
Sketchbook
Sketchbook — menswear knitwear development
Sketchbook
Sketchbook — menswear knitwear development
Sketchbook
Sketchbook — menswear knitwear development
Various sketch projects.
Sketch
Illustration
Sketch
Illustration
Sketch
Illustration
Sketch
Illustration
Designed all wedding stationary: table placement, table cards, name cards and menu's.
Design
Wedding stationary design
Design
Wedding stationary design
Designed wedding anniversary invitation.
Invitation design