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Craig Buglass is the Chief Creative Officer & Partner at SQUATWOLF, a premium gym wear brand born in Dubai that has been created for active life.In his role as Chief Creative Officer & Partner, Craig spends his days shaping the look and feel of SQUATWOLF’s product and brand identity.With a strong background in design, Craig’s successful career in the fashion and sportswear industry almost never happened. If you had asked him about his future aspirations when he was younger, he’d have said he wanted to be a graphic designer or a photographer. But when it came to designing clothing, it turned out he had a hidden talent for it.After further education Craig was accepted into the world renowned Royal College of Art where his flair for design didn’t go unnoticed. In fact, his final year Gala show, inspired by his grandad and the Second World War, led to job interviews with Tom Ford of Gucci, Simon Burstein of Sonia Rykiel, Paul Harvey of Stone Island, and representatives from Armani.Always looking to innovate and challenge the status quo, Craig has had an illustrious career since leaving the Royal, working with the likes of Alfred Dunhill, Sonia Rykiel, Puma and Nike. After working for over 20 years in the corporate side of the industry, Craig set up a design consultancy business called Spark, with his business partner and best friend Rob Warner.The award-winning consultancy continues to grow from strength to strength, working with brands from the VF corporation and Warner Bros to Burberry and Tracksmith to name but a few.In 2021, the Spark portfolio grew with the launch of Spark Design Academy, and eLearning platform with a laser-sharp focus on elevating the next generation of creatives in the fashion and sportswear industries by teaching them the skills you don’t learn in school.To this day Craig continues to learn and grow as a professional and as a father. He is a passionate, ‘wears his heart on his sleeve’ Creative Director, recognised not only as a proven industry leader, but a person who is grounded in his values.
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FounderSpark Design AcademyDubai, Ae
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Chief Creative OfficerSquatwolf Aug 2021 - PresentDubai, Dubai, AeSpearheading innovative and industry-leading designs in the world of gymwear, creating performance-focused, stylish collections that resonate with athletes and fitness enthusiasts globally.Playing an instrumental role in transforming SQUATWOLF from a startup into a recognised premium global brand, renowned for its high-quality apparel and commitment to the fitness community.Contributing to the creation, sourcing, and development of new collections, including the launch of successful lines such as Core, Essentials, Lab360 and Golden Era, ensuring a balance between cutting-edge technology, fashion-forward design, and superior functionality.Helping to built and foster a loyal community by aligning product innovation with consumer needs and emerging fitness trends, helping SQUATWOLF to grow its presence both in the Middle East and internationally.Working together with CEO and leadership team, we have establish the right processes, structures, and strategies that have enabled the brand to sustain long-term growth and success in an increasingly competitive market.Leading the design teams and collaborating with marketing, supply chain, and retail teams to ensure a cohesive brand identity and to streamline operations from concept to delivery.Collaborated closely with a leading design agency to conceptualise and create SQUATWOLF's first-ever retail experience, translating the brand’s identity from an online presence to a physical space. Ensured the retail environment reflected the brand’s core values of innovation, performance, and premium quality, creating an immersive shopping experience that strengthened customer engagement and brand loyalty. Played a key role in design reviews, and store layout ensuring the space was both functional and aesthetically aligned with SQUATWOLF’s gymwear philosophy. -
FounderSpark Design Academy Nov 2020 - PresentSpark Design Academy is an informative, experience-backed approach to the fashion industry, where we’ll be discussing the realities of working in fashion and design.The academy is an eLearning platform. After unlocking a course, they can be followed at any pace and even repeated if necessary. While the courses will be available indefinitely, when we release a new course, we’ll be offering a 1-to-1 Catalyst Programme with private tutoring opportunities from Rob, myself, or any guest tutors we may bring in.There’s no concrete way to assure a career in fashion, and there are no set steps you can follow to guarantee it. What’s important is making the small steps to self-growth and self-betterment that improve your chances. Spark Design Academy is just that, a series of small steps, an arm around the shoulder that will teach the practical skills, industry insights, and product knowledge you need to work your way into the industry.
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OwnerSpark. Mar 2016 - PresentLondon, London, GbThrough Spark, our award-winning creative consultancy, I have thrived in a virtual landscape, escaping the burden of the traditional office paradigm. It allows me to work with talented individuals across the globe, building a team of high-performing designers to the benefit of each and every client.Throughout my career as a global creative director, I have built up a proven track record that spans all areas of fashion, lifestyle, and sports performance. This culminated in several new and highly successful collections for both fashion and sports brands, including Rykiel Homme's catwalk collections, Nike Total 90, Puma fashion lifestyle, denim and golf ranges, and most recently establishing a global product direction for the Alfred Dunhill Links collections.My vision and leadership have allowed me to deliver and exceed performance targets. While my experience working within different management structures has enabled me to develop and drive long-term strategic approaches that I can bring to every business we join forces with through Spark.Our clients have included Warner Bros., Tracksmith, MAS, Hackett, Euro Jersey Adidas, VF Corp, McLaren Automotive and Belstaff - a collaboration that won the 2019 World Fashion Award.But it isn’t just about the accolade; it’s about delivering the best final product.All it takes is one Spark. -
Creative Director Dunhill LinksAlfred Dunhill Ltd Jan 2013 - Jul 2016London, England, GbCreative Director implementing the global design direction for the Alfred Dunhill Links collections. Formulation of all seasonal collections and overall creative direction.Setting up and working within set budgets and targeted profit margins.Briefing and designing all Links collections,- range plan, fabric, colour direction, styling, trends, tech packs and pricing structure.Advising product management to ensure sizes of collections are accurate for the market opportunity and that each collection has an extreme level of productivity.Creation of a global Links DNA that would invigorate the market and compliment the broader brand.Partnering with CEO and global sales teams to establish long term opportunities and go to market strategies for green grass and wholesale accounts.Accountability for all global sales presentations and in-store staff training.Implementation of future innovations to help position the brand as a leader in Luxury sports. -
Creative DirectorPuma Int Oct 2004 - Jan 2009Herzogenaurach, DeResponsible for the Global Creative Direction for the Apparel product departments, men’s, women’s and kid’s, across sports, lifestyle and fashion collections.Establishing the brands DNA in collaboration with Footwear, Accessories and Marketing, driving the 360 degree direction across the brand globally.Building leadership skills within the apparel design department through mentoring, coaching and inspiring over 80 designers globally.Ensuring collections were fit for all international markets by creating a culture platform of 'global thinking, through local understanding'.Exceeded growth targets year on year. -
Creative DirectorRip Curl Nov 2003 - Oct 2004Torquay, Victoria, AuSetting the Global Creative Direction for the European surf business, men’s women’s kid’s and accessories, bags, watches and wet suites.Overseeing a team of 15 designers and graphics designers.Working closely with the marketing teams to ensure concept is realised in store and through add campaigns. -
Creative Directing ManagerNike Emea Sep 1999 - Oct 2003Beaverton, Or, UsOverseeing the Creative Direction for all European Teamsports.Directing a team of 10 designers and graphic designers.Collections included men’s women’s and kids, across a number of sports from Football, Rugby, Tour De France, Olympics and included a number of lifestyle collections.Design lead on the world cup winning Brazil jersey and 1st Nike Manchester United kits. -
Freelance DesignerMandarina Duck Aug 2001 - Nov 2001Milano, Lombardia, It -
Freelance DesignerSonia Rykiel Aug 1998 - Jun 2001Fr -
DesignerPuma Aug 1998 - Aug 1999Herzogenaurach, De
Craig Buglass Skills
Craig Buglass Education Details
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Royal College Of ArtMens Fashion -
University Of Central LancashireFashion/Apparel Design
Frequently Asked Questions about Craig Buglass
What company does Craig Buglass work for?
Craig Buglass works for Spark Design Academy
What is Craig Buglass's role at the current company?
Craig Buglass's current role is Founder.
What is Craig Buglass's email address?
Craig Buglass's email address is cb****@****ail.com
What is Craig Buglass's direct phone number?
Craig Buglass's direct phone number is (480) 929*****
What schools did Craig Buglass attend?
Craig Buglass attended Royal College Of Art, University Of Central Lancashire.
What are some of Craig Buglass's interests?
Craig Buglass has interest in Interiors And Styling, Fashion, Watches, Cars, Photography, Music, Sports, Golf, Outerwear.
What skills is Craig Buglass known for?
Craig Buglass has skills like Apparel, Fashion, Fashion Design, Sportswear, Creative Direction, Textiles, Trend Analysis, Trend, Footwear, Brand Development, Outerwear, Product Development.
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