I founded SALT + WEST, an independent menswear brand built around a considered approach to clothing; focusing on quality, longevity and small-batch production made entirely in England. I developed the brand from the ground up, defining its visual identity, tone of voice and creative direction. I designed the e-commerce experience, branding and launch materials, alongside directing the photography and creating the content for the brand’s social channels.

The first collection was deliberately focused, with a small number of carefully designed pieces produced in limited quantities. The launch was designed to feel as considered as the product itself - building a clear point of view around the brand and establishing the foundations for how SALT + WEST would evolve.

Photographers: Daniel Walmsley / Jake Sam Walker / myself