Simon CroftsCreative Director[London, England] 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.Simon has developed a career as a Creative Director, acquiring a wealth of skills in design, fashion, and product creation. His agility, versatility, and adaptability have enabled him to stay ahead of the curve, creating with verve, edge, and attitude. Unafraid to try new approaches, Simon continually strives to provoke, acquire, and retain customers and global audiences. An avid lover of Asian culture, he is heavily influenced by Japanese and Korean design.
He is a hands-on expert in fashion, fragrance/beauty, graphic and digital design, art direction, branding and film. He possesses comprehensive experience in the fashion manufacturing process, from initial sketches to final garment production. As a standout brand creative, he has spearheaded brand creation, naming, brand refreshes, and complete overhauls. His creative and critical thinking skills enable him to strategise effectively and infuse purpose into every project.