WHO WE ARE
A collective of experts with in excess of a 100 years in the fashion industry.
With expertise across all touchpoints of creating and establishing a fashion brand, the team at Brandform have seen more than most, and will help you navigate every step of the process.
So, be that if you're taking your first steps or just retracing some you've perhaps misplaced.
We are here to help you avoid the costly mistakes we've most likely seen made.
JOSH HUGHES
Senior Consultant & Partner
Josh brings over a decade of experience shaping design direction and product strategy across luxury, premium, and sport-inspired brands to create true top-line value.
A Central Saint Martins graduate, Josh has held senior leadership roles at Lyle & Scott,
Kent & Curwen & Crombie, in addition to consulting for global brands such as New Era and Theory.
Josh most recently led global design, sourcing, and production at ESL Faceit Group; developing fashion-led ranges and creative campaigns for some of the world’s largest gaming and lifestyle communities.
Throughout his career, Josh has built a reputation for translating brand DNA into commercially compelling collections, uniting creativity with technical rigour underpinned by a strong merchandising strategy to mitigate risk whilst enhancing brand footprint.
His background spans full end-to-end product development from concept and range architecture to merchandising, production, marketing, and go-to-market strategy giving him a holistic understanding of how product drives brand growth across lifestyle, sport, and contemporary menswear categories helping brands define their next evolution through intelligent design, cultural relevance and range build application.
SPECIALISMS
Product Strategy Merchandising Critical Path Formulation
TESTIMONIAL
Working with Josh was consistently inspiring. He’s an exceptional manager with a deep, end-to-end knowledge of the fashion industry that goes well beyond apparel design.
Josh was always very generous with his time and would share his expertise in a clear, thoughtful and supportive way. You always felt you were learning, without being lectured.
TESTIMONIAL
Kate's approach to working with our product development teams created an environment that really allowed for creativity to thrive. Her ability to enhance the voices of those around her, and ensure everyone had a seat at the table, has formed the cornerstone of our seasonal kick off meetings, creating product outcomes that feel progressive but methodical in their existence.
KATE ROLFE
Senior Consultant & Partner
Kate’s vast experience in providing creative vision balanced with a deep understanding of product strategy for over a decade, has allowed her to embed herself within brands providing them with the toolkits to enhance their commercial success.
Having worked for both premium retailers and licensed brands such as Lyle & Scott, Genflow and Matthew Williamson, her diverse and agile insight into creating real consumer value has enabled her to consult within senior leadership environments, positioning herself as a commanding conduit between c- suite stakeholders and key team members.
Kate’s career to date has seen her work with varied organisation headcounts with an assorted in-house skillet, ranging from smaller establishments to blue-chip organisations, strengthening her ability to influence on both a micro and macro level with internal and external team members.
Kate a former Central Saint Martin’s alumnus, specialises as an authority in knitwear and textile design; with a strong appreciation of craftmanship and the technicality to execute accordingly.
Kate’s ability to identify a brands unique point of view forms the foundation of her approach to servicing their target customer and ensuring cohesion between product and commercial objectives from a localised and global outlook.
SPECIALISMS
Textiles Product Design Knitwear Technicality
PAT SALTER
Senior Consultant & Partner
Pat is an experienced and accomplished Creative Director with over 30 years of expertise in the fashion industry. Adept at steering creative initiatives and collaborating with cross-functional teams.
Pat excels at leading creative teams built on a deep understanding of driving brand growth with meaningful commercial strategy.
Pat was a key stakeholder in driving Pretty Green's growth from a start-up to an internationally recognised brand, culminating in annual sales exceeding £45m sold in over 50 stores and concessions, in over one hundred territories globally.
Pat has steered diverse teams to consistently deliver new seasonal ranges and collaborations with high-profile celebrities and influencers, achieving impactful brand alignment and demonstrating adaptability under varied ownership structures, ranging from private equity investors to public listed companies.
Pat's dynamic career was built from roles within pattern cutting, garment technology, design and creative direction.
Passionate about product and cultural relevance, Pat’s superpower is understanding consumer mindsets and formulating creative strategy that truly embodies brand DNA to create products that resonate both locally and internationally.
SPECIALISMS
Garment Technicality Product Design Creative Direction
TESTIMONIAL
Pat's ability to ensure product remains paramount to the conversation in an industry that can at times sacrifice product for quick short term sales growth, was integral to pushing our teams to strategise in way they had not before, providing our business with a roadmap that balanced commerciality and productivity.
TESTIMONIAL
Amine is a fantastic partner to work with—highly skilled, joyful, and completely trustworthy. As a pure Direct-to-Consumer business, we lacked the know-how to scale into physical retail. Amine didn't just advise us; he built our entire B2B department from the ground up, establishing the frameworks, processes, and a global network of agents and distributors. The impact was immediate: he unlocked a massive new sales channel which, in turn, significantly lowered our customer acquisition costs in new markets. He is a partner who delivers real growth.
AMINE BARAKA
Senior Consultant & Partner
Amine brings over 25 years of experience shaping commercial strategy and retail operations across the global fashion industry to create true top-line value and sustainable hyper-growth.
A driving force in the industry, Amine has held pivotal senior leadership positions at global powerhouses such as G-Star and NA-KD. In these roles, he was instrumental in orchestrating the brands' largest retail store expansions and spearheading their entries into complex new international markets. His tenure includes successfully managing Strategic Account and Digital Strategic Account divisions, where he consistently delivered exponential growth and redefined commercial performance.
Operating as a strategic fashion consultant, Amine now partners with ambitious brands to accelerate their journey toward expansion. He specializes in steering companies through critical scaling phases, leveraging his expertise to secure the pivotal partner deals that serve as the infrastructure for future revenue.
Throughout his career, Amine has built a reputation grounded in the conviction that genuine relationships and unwavering trust are the currency of business. He views these values not just as soft skills, but as the essential foundation for scalable growth, enabling him to open doors that remain closed to others and forge lasting alliances across the fashion landscape.
His background spans the full commercial ecosystem from product management, go-to-market strategy, and digital strategic accounts to leveraging marketplace strategies that support the full business of brands giving him a holistic understanding of the international complexities required to successfully grow new territories. This comprehensive view enables him to navigate the intricate needs of global expansion, ensuring brands are positioned to capture value in every market they enter.
SPECIALISMS
Commercial Strategy Wholesale Distribution Marketplace
MIKE BRUIN
Senior Consultant & Partner
Mike builds systems that make creative work faster, more consistent, and easier to scale. His background cements itself within automation and data focussed roles, and has spent the last decade simplifying real workflows at the heart of companies, reducing manual work, and making execution measurable and repeatable.
His approach to AI is straightforward: ship a working version quickly, test if it improves the job, then keep what works. The value is not “AI” itself, it is how it fits into clean data, clear rules, and workflows teams can operate without friction.
Serving on the board of multiple AI organisations, Mike applies this mindset to fashion imagery. He helps brands turn references and direction into production-ready rules and outputs, so content stays consistent across seasons and channels. That includes predictable PDP delivery and campaign execution without constant rework.
What sets him apart is his system-thinking, technical discipline paired with commercial focus. He designs pipelines, logging, and QA processes, but measures success in time saved, consistency, and performance.
SPECIALISMS
Artificial Intelligence Work Flows Web Creation
TESTIMONIAL
Mike is an outstanding partner to work with calm, highly skilled, detail oriented, trustworthy and very reliable. At YoungCapital, our teams were drowning in manual, repetitive work and fragmented processes across departments.
Mike didn’t just give us advice; he redesigned and automated key workflows end-to-end, using AI in a way that was practical and easy for the teams to adopt.
The impact was immediate: we reduced manual workload, increased speed and accuracy, and created a far more data-driven way of working. He is a partner who turns complexity into clarity and ideas into real operational results.
OUR MISSION
To support brands in reaching their full commercial potential through cultural relevance and strategic product insight.
HOW WE WORK
01. Level Setting
We value the foundations, by undertaking a focused deep dive into your brands unique point of view to ensure a truly bespoke approach.
02. Creativity
We believe that true innovation starts with defining the sandbox in which you want to play..
03. Realisation
We support you in bringing your brand to life, ensuring each milestone is hit not by chance but with intent.