Fashion tends to prefer anonymity. Sheep Inc. doesn't.
Every knit is carbon-negative and arrives with something unusual: a real sheep. Not a gesture — a specific animal on the New Zealand farm where your wool began, trackable through the garment's NFC tag. Check in, see how it's doing, find out when it was last shorn.
The campaign plays it straight-faced. Everyday moments, real locations, one entirely unbothered sheep in tow.
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I'm a multi-disciplinary creative with 19 years' experience in the fashion and beauty industry. My work spans brand identity, campaign, digital experience, packaging and product — across both digital and print, from concept through to delivery.
I've worked with large, established brands as well as smaller labels and startups, which means moving comfortably between building something from scratch and evolving a brand that's already out there.
Brands include Sheep Inc., Crabtree & Evelyn, White Stuff, Ted Baker, ASOS and Hobbs.