Arguably an imposter within fashion, James is an award-winning marketer, innovator and commercial strategist who decided to reinvent a century old workwear brand last year: M.C.Overalls. Which explains the ridiculous photo.
In 25yrs, across media, entertainment, mobile & technology, both bluechip and start-up, he has specialised in proposition, product & market development.
Poacher turned gamekeeper, James began in advertising before moving into TV. Aged 30 he was the marketing director of MTV, before voice tech start-up SpinVox. He has since consulted, chaired a marketing agency and founded an artist management co & label, Hoopmusic.
Alongside these commercial interests, James has been a trustee of the Institute of Contemporary Arts & youth advisory service, The Mix. Notably, since its inception in 2006, James has been a patron and for the last 5 years chair of celebrated male mental health charity, CALM ( Campaign Against Living Miserably). He is also a long-standing mentor of both TechStars & The Marketing Academy.
Such diverse experiences are now invested in M.C.Overalls. But he is still learning.