STORY SO FAR
My journey into streetwear started early - around the age of 14 - growing up in my father’s store. While the shop was known for trainers, it was the garments that caught my attention. Inspired by hip-hop and popular culture, they were produced using DTF printing and embroidery, all powered by a single entry-level machine in the back.
That’s where I learned the craft.
From a young age, I was hands-on - understanding the machines, the process, and what it takes to turn an idea into a finished product.
At 16, I launched my first brand, Skeat, with a close friend. It was my introduction to building something from the ground up - designing products, refining details, and learning how to present a brand properly, from outer graphics to labels and packaging.
The response was real. The brand gained strong traction locally, built on clean, minimal design and earthy tones that resonated with a wide audience. It was also my first exposure to marketing - understanding influence, social media, and how culture drives demand.
University marked a shift. While studying in Loughborough, I tried to keep the brand alive, but distance from production made it difficult. Needing income, I returned to what I knew - creating embroidery-driven designs and selling online through platforms like Depop and Etsy.
This time, it scaled quickly.
At its peak, I was averaging around 20 sales a day, operating a system with my father where orders were produced and fulfilled from our workshop. Over time, this grew into thousands of sales and hundreds of 5-star reviews.
But it wasn’t built to last. Copyright issues eventually shut things down - and more importantly, I realised it wasn’t fulfilling. I didn’t just want to sell products, I wanted to create work I was genuinely proud of.
That led to my next chapter: Everything Culture.
This brand allowed me to fully explore my creativity - developing garments using a mix of printing and embroidery techniques. Each piece was hands-on, from halftone-printed calico patches to distressed, vintage-style finishes, all stitched together manually. It was a period of experimentation, where I refined both my design language and manufacturing ability.
After years of building skills and saving, I partnered with my father to launch Ice Cream Embroidery.
We saw a gap in the market.
Embroidery in the UK felt outdated - focused on uniforms rather than culture. We wanted to bring a contemporary, streetwear-led approach to the craft.
Today, that vision has evolved into a growing business working with a diverse range of clients - from global sports brands to emerging labels.
We specialise in live embroidery activations, travelling across the UK to deliver in-store customisation experiences. Each activation is tailored to the brand, with exclusive design menus, curated fonts, and thread options -allowing customers to personalise products in real time.
What started with one machine in the back of a store has grown into something much bigger.
But the mindset hasn’t changed
create with intention, focus on quality, and make every piece feel personal.
