Simon Crofts
Creative Director


[London, England] March 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 most recently fragrance 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 fashion, beauty and design.