“

Rock n fucking roll.

ARTIST & BRAND DIRECTOR

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SEE THE CASES

It has happened before.

Different cultures, same move, money made.

The cases that prove it

SAINT

Co-Founder

$0 → $5M

Single-layer denim, built inside the motorcycle world it spoke to. World-first Dyneema®.

KNOG

CMO

$200K → $10M

Lights that helped define inner-urban cycling as much as they sold into it. Two years, 45 markets.

CRUMPLER

Creative Director

€3M → €19M

Part of how carrying itself changed. 25 stores across Europe.

Also Skins (5 regions) · Bellroy (brand foundations) · Lion (FMCG launches).

“Lelliott is a strong entrepreneur and remarkable creative, who has a rare ability to find sparks forging new brands and products that resonate.”
Andy Fallshaw — Co-Founder, Bellroy

“You're at the intersection of art, culture and business. You speak my language but you're not truly one of us. A bridge into something I don't have a connection to.”
Seth Watts — Co-Founder, CampaignAgent

“A brand person through and through. Design eye, technology, strategic understanding. All of it commercially focused.”
Catherine Defina — Owner & Director, Shizuka

Be one of the few — the one the people cannot look away from.

Here's a thing I've learned over thirty years. The brands that win are built by people who live in the world they're in — not consultants who studied it. Saint was built in a motorcycle workshop by people who rode. That's why it worked.

And, let's face it, a lot of brand help comes from the outside looking in. Mine comes from the inside. I'm an artist and a brand director who's spent my life in the cultures I build for — movement, function, product, engagement. What I do, I do from the inside.

That's the difference. And it's the whole difference.