Brought into Firetrap as the sole womenswear denim and bottoms designer to reinvent the women’s denim range from AW11 Preview.

Developing wash design at the laundry from initial fabric selection.

Constantly developing both new fabrics with denim mills and developing new innovative ways of washing. Redeveloped all trims metalwork and presentation for a new improved look.

Regular travel to the laundry and factory to develop product in Casablanca, Morocco.

Each season I presented the new collection and the trends, fabric and wash inspirational overviews for the following season to all Firetrap sales agents.

AW12 Preview collection was up 90% on the previous year.