Case: Tretorn Global Repositioning

Challenge / Objective Tretorn had a big challenge in rejuvenating the heritage brand, increasing price points, reaching broader and higher distribution, and reaching a young lifestyle audience that resonated with the brand's ethos.

Solution / What I did

• As Creative Director & Head of Marketing (Europe & Asia), I led the brand repositioning, marketing, and product design transformation.

• Created the Eco-Essentials Initiative, a core foundation for the positioning and a platform for branding, sustainable product innovation, and communication.

• Created a new visual identity, mission platform, guidelines, and messaging.

• Created the Born Out Of Scandinavian Weather Brand position.

• Created a co-lab model with designers and retailers to drive relevance and reach.

Result/Impact

• Turned Tretorn into a modern, purpose-driven brand.

• Increased brand awareness and media attention through flagship projects like Nigel Cabourn, Andre 3000, Ghost Net Project, SAREK, Left Over Project, Antarctica Project 

• Proved that sustainability can be both a business driver and a cultural asset