Brand expert Joel Moore studied Fashion Design at university alongside his business partner Ian Frazer Wallace.
His design career began in textiles for a small, high-end company supplying own label fabrics to Liberty’s as well as bespoke commissions for fashion labels such as Versace, Armani, Hussein Chalayan, Amanda Wakeley and several tailors of Saville Row. It was here that Joel learnt to understand the importance of a label’s unique handwriting and to appreciate the bigger picture of the dynamics of the industry.
Joel went on to work for UK based Denim brand Easy Jeans where he gained knowledge of washing, finishing and construction techniques on a mass production level through the companies’ own factories in the Far East.
It was at this time the birth of lifestyle brands began. This new direction in the industry suited Joel, whose interest in design was much wider than being limited to a single product or gender. Having been fast tracked from Junior Designer to Head of Men's at Easy Jeans, Joel was instrumental in the creation and development of ‘E-Brand’ in response to this new emerging sector.
Joel spent several years working in branded fashion abroad, including a position in China where he headed up the launch of a clothing line for American shoe brand Hush Puppies ($100 million annual turnover).
He then returned to the UK where he set up a design agency with then partner, Phil Baker specializing in this field – and BakerMooreDesign was born. Instant success was achieved through reputation with a client list that included Disney, Nike, Topshop, Ocean Pacific, Ripcurl, J C Bamford and Virgin Atlantic.
With a desire to return to a role that would involve designing ranges with long-term input, Joel took the role of Head of Design with Dickens & Browne to develop their Lambretta clothing line.
After several years successfully developing the Menswear and Accessory lines, a new opportunity arose to create and develop a new brand. The niche brand Ifuku was launched into the streetwear market with significant impact. With a pop-up store just off Carnaby Street, Ifuku enjoyed credibility through a non-conformist approach with guerilla marketing and association with top DJ’s, Graffiti writers & Street Racers.
Joel has enjoyed a unique and wide-spanning career, covering all areas of fashion from high street to high end across men’s, women’s, children’s and accessories. His experience in the industry has also incorporated product design, graphics and packaging, extensive knowledge of global manufacturing and extensive knowledge of the marketing process, Joel also teaches Brand Communications at London Metropolitan University.