Simon Crofts
Creative Director



[London, England] June 2024. From reimagining Ohmme activewear to his seminal role and 10-year tenure as Creative Director at the prestigious Italian brand fi'zi:k, his vision has consistently pushed boundaries and redefined ‘elegance’. As the creative force behind luxury menswear label Understated Era. Simon continues to captivate with his ability to blend simplicity with sophistication. 

Known for his minimalist and technical design approach, Simon has left an indelible mark on the sport, fashion and lifestyle landscape. Spending the last 24 years honing his skills and style whilst exploring the beauty of understatement. Standing as a testament to the enduring power of minimalism in an ever-evolving world of design, fashion and lifestyle.

Simon is uniquely positioned at the intersection of brand and product creation, delivering a cutting-edge, forward-thinking, and visually captivating approach to global brands that balances both art and commerce.