Luke Smith
A results-driven Brand Director with a proven track record of building, scaling, and transforming global fashion businesses across streetwear, sportswear, and high-end luxury. I specialize in end-to-end product creation, balancing bold creativity with commercial success, and driving cultural impact through storytelling, strategic collaborations, and disruptive product launches. With experience leading €1bn+ businesses, I have successfully revitalized iconic franchises and driven category-defining innovation. At adidas, I elevated the most legendary 3-Stripes franchises, while at Burberry, I was responsible for stewarding and evolving the world-famous Check to resonate with modern luxury consumers. I have unparalleled access to the world’s best wholesale doors, a top-tier global supply chain network, and deep connections across high-profile brands—enabling high-impact collaborations and breakthrough product opportunities. My industry relationships allow me to activate partnerships at the highest level, ensuring every collection and initiative lands with maximum cultural and commercial impact. Passionate about building culturally relevant brands, I thrive in environments where vision, strategy, and execution come together. Whether launching high-impact collaborations, crafting compelling marketing narratives, or optimising assortments for global success, I am committed to pushing the boundaries of what a brand can achieve.
Brand at concept stage. Building action sports lifestyle brand in public. 'JOYRIDERS' is a progressive british luxury streetwear brand, rooted in outdoor action sports counterculture. We are driven by a spirit of defiance and a passion to create fresh, innovative, quality, iconic, energetic products that celebrate the rebellious anti establishment subculture we belong to. We carefully balance lifestyle with performance and culture to create: ‘Dangerous Sports Gear’. www.dangeroussportsgear.com
Previously worked on: VISION STREETWEAR, IVY PARK MENS, TOPMAN PREMIUM, TOPMAN LTD, TOPMAN DESIGN (LONDON FASHION WEEK COLLECTIONS/SHOW), ALL TOPMAN COLLABORATIONS (JAMES BAY x TOPMAN, NASIR MAHZAR x TOPMAN etc) Due to the tough retail environment the highstreet has found itself in, I have implement and overseen a new strategy for Private labels. In a tough period of trading when own buy collections are struggling to reach the heights they used to, and established streetwear brands with real heritage are racing ahead, a new direction within private labels was needed. I have introduced new internal brands, marketed as external to Topman, as well as resurrecting old external street and sportswear brands and bringing them into the present day. These offer a point of difference to the own buy collections in store, while also offering further opportunity to wholesale to external partners, generating further sales, and stretching the brands reach globally. VISION STREETWEAR For AW17 I have resurrected and regenerated an ailing streetwear brand: ‘VISION STREETWEAR’. VISION STREETWEAR is steeped in skateboard and streetwear heritage, this coupled with a new current day street and skate aesthetic has proven a wining formula. Vision has successfully been wholesaled to ZALANDO, and NORDSTROM for AW17, with further wholesale accounts opening in SS18. New brands for SS18 include IVY PARK MENS, as well as another new in house brand marketed as external, and an unreleased heritage sports/streetwear resurrection. While still continuing the success of Topmans premium casual brand: TOPMAN LTD, TOPMANS COLLABORATIONS, TOPMAN PREMIUM and the TOPMAN DESIGN catwalk show seasonally at London fashion week mens.
As a BA starting out my fashion career at asos I quickly realised I thrived on responsibility, accountability and seeing my ideas grow to fruition. I was quickly given my own area of the accessories dept to buy (generally unheard of as a BA) and quickly increased the business on this area from nothing to £2mil a season.