My merchandise design focuses heavily on composition and how a print sits on a human body. Overcrowding a design can make a piece feel cluttered and cheap, so I focus on creating strong silhouettes and effective compositions to make a piece feel that little bit more premium.

I’ve learnt that people wear my designs much more frequently when it works with the rest of their wardrobe. Using techniques such as flattering placements and darker, more subdued prints makes it easier to work with other outfits, and people wear them much more often.

You will see repeating layouts and placements and elements throughout my work, this is because they work well on a body. V shaped compositions feel flattering to wear, monochrome prints to maximise compatibility with other garments or statement pieces, avoiding colours that can clash with skintones; there are many things to consider before even thinking about imagery and typography.

This approach has consistently created merchandise that sells well and is worn for years after release. Less is more.