Technical Outerwear

ARCTIC ARMY

Objective

Build a commercially successful outerwear brand capable of generating large-scale customer demand.

Strategy

Create the perception of a luxury product at an accessible luxury price, through elevated creative direction and targeted brand amplification.

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Outcome

  • • Built the foundations of a brand that scaled to eight figures
  • • Secured £1.7m investment
  • • Stocked by Harrods, Selfridges, Harvey Nichols and Flannels
  • • A cult following across music, sport and culture
  • • Acquired by Frasers Group PLC, who retained me to lead the brand for two years post-acquisition

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