3. Borough Workwear
Role: General Manager
Date: 2013 - 2022
Project: General Manager for Borough Workwear – Brand Strategy, Product Development, and Cultural Collaborations
Brief:
In my role as General Manager of Borough Workwear, I was responsible for transforming a unique vision into a fully realized brand, developing its overarching strategy, product line, and presence in the fashion and cultural spaces. My goal was to establish Borough Workwear as a brand that seamlessly integrates workwear principles in non traditional spaces.
Approach:
I developed the foundational brand strategy, establishing Borough Workwear’s identity, tone of voice, and visual language to resonate with a contemporary audience. In addition to overseeing product development, I created multi-seasonal campaigns that told the brand’s story through a refined yet authentic lens.
A core part of our approach was working on collaborations with culturally influential partners,from who we selected as models to collaborations such as Sound Advice and Rarekind & Chila Burman, to position the brand within meaningful cultural contexts. To deepen these partnerships, We produced an experiential event series called Shubz with Sound Advice, which pushed boundaries by hosting events in nontraditional, iconic spaces such as the Victoria and Albert Museum (V&A), Venice Architecture Biennale, RIBA , and SOAS. These events created an intersection of fashion, art, and music that underscored Borough Workwear’s ethos.
I also led Borough Workwear’s social media and digital strategy to communicate the brand’s story, showcasing our collaborations, campaigns, and the experiential events in a way that connected authenticaly with our audience.
Outcome:
This project successfully brought Borough Workwear to life, building a recognizable and respected brand identity through a well-rounded strategy, distinctive products, and culturally significant collaborations. The Shubz event series broke new ground, positioning Borough Workwear as a brand unafraid to engage with unique, influential spaces. Through multi-seasonal campaigns, a consistent tone of voice, and strategic social media efforts, Borough Workwear established a meaningful presence in the market, laying the foundation for continued growth and future partnerships.