Born to entrepreneurial parents, I was surrounded by the business of fashion at a very young age. In 2001 I opened a fashion boutique just north of Toronto where I started my journey in to branding, strategy, trends, and marketing. The shop garnered fast attention from suburban and downtown customers, which had distributors and showrooms asking my opinion about the brands they carried, market trends, and up and coming brands. I had a knack for spotting successful collections, which led me to further brand consulting, and at one point, helping with the national buys for street-wear pioneers Sean John and Akademiks.
After 5 successful years in retail I wanted to explore new opportunities in the industry, so in 2006 I closed up shop and immersed myself in the world of brand and private label development. I was captivated by the strategic differences in global markets, business methods, and branded content, and by 2008 I had worked across the USA, EU, and Asia, consulting with brands such as Wimbledon Tennis, Stormtech, and HEAD Sportswear on their designs, collections, and branded media content.
To further my perspective and explore the power of storytelling I started a styling company in 2009 which helped focus my creativity, and opened the doors to work on major commercial, music video, and editorials projects, for names like Virgin Media, RZA, and Photo Vogue. As my desire to build concepts and direct projects grew, I took an opportunity to move to London in 2011 and pursued a career in Art Direction. Utilizing my experiences, network, and dynamic industry expertise, I founded Y|F Studio & Consultancy in 2014 before finally settling in Milan in 2017.
My expertise spans across sportswear, streetwear, premium lifestyle, and high fashion sectors, with a client and associations list that has grown to include Refinery29, Hunger TV, Vogue Italia, TCF, Hypebeast, Stilnest, USC Fashion, 883 Police, Mastered, It’s Nice That, Rabbithole London, Kamikaze Attack, The Fashion Photograph, Highsnobiety, AMH, Blanc, Temperley London, and The Impression. To date I have consulted and executed projects in Toronto, New York, Los Angeles, London, Berlin, Tokyo, Barcelona, Zurich, Vienna, Paris, Gothenburg, Taipei, Cape Town, and Milan.