The situation
BEINGHUNTED. began as one of the earliest and most respected independent editorial voices in global sneaker and fashion culture. By 2017 the studio held a strong position — and that was precisely the challenge. Credibility of this kind is maintained by staying ahead of the curve, and the culture the studio had helped define was moving faster than ever.
The real problem
For a studio whose value to clients was inseparable from its position inside culture, continued growth depended on reading where that culture was going before the wider market did — and being established there when it arrived.
The work
Led the studio alongside the founder as Executive Director — responsible for overall creative direction, client strategy and the ongoing calibration of the studio's own cultural position.
That calibration was the growth strategy. Movements like gorpcore and the rise of running culture were anticipated early and worked to the studio's advantage: building relationships with the players, brands, and retailers defining those scenes while they were still forming, so that when the wider industry arrived, BEINGHUNTED. was already inside. Early establishment within a scene, rather than late arrival to it, secured both the studio's editorial authority and its continued commercial growth.
Built long-term client relationships with international brands across sport, performance, fashion, and outdoor — operating as a strategic and creative partner at the level of cultural positioning and brand premise. Directed multidisciplinary teams across strategy, editorial, design, and production, and managed project structures across Europe and Asia. Selected clients: Gore-Tex, Arc'teryx Veilance, Patagonia, Li-Ning, Reebok, On, StockX, adidas Y-3, adidas by Raf Simons, Falke.
The outcome
A studio that grew for five years by staying ahead of the culture it had helped define — anticipating the movements that would reshape the industry and holding its credibility because it participated in them from the beginning, never arriving with the crowd.
