Push FWD
Built for your hardest workout
Product designed to remove distraction and support personal goals — whether it was someone’s first time in the gym or their hundredth run.
- Movement
- Breathability
- Support
- Minimal Distraction
Building a national active-lifestyle brand from the ground up.
FWD grew from an initial concept into a national active-lifestyle brand.
The RoleFive years building and leading a multidisciplinary team, from first concept to a multi-season brand.
The ReachBuilt for one of North America’s largest active retailers. 200+ stores and online.
- Leadership
- Brand + Product StrategyThree-Capsule Collection ArchitectureDesign DirectionDevelopment + Global Sourcing
- Duration
- 2019 — 2024 · Multi-season
- Categories
- Apparel · Bags · Equipment
- Team
- Design · Development · Sourcing
02 Point of View
A brand built around how people actually move — effort, city, recovery.
The moodboard maps the parts that make up the brand.
03 Design Principles
Three principles guided how FWD moved from strategy into product.
01 /
Solve the real problem
Design begins by identifying what is getting in the way — then removing it through clearer product, better function, and more considered decisions.
02 /
Remove distraction
Every detail should support movement, comfort, and focus. Anything that does not improve the experience is reconsidered or removed.
03 /
Finish the last 10%
Every step gets the same scrutiny at the end. The last 10% of each stage is pushed until it is right, before the next one begins.
04 Strategy
Capsule System
One brand. Three modes of life.
FWD was built around a capsule wardrobe philosophy: a small, considered set of pieces that work together, layer easily and cover more of life with less. Three capsules, each designed for a different part of the day: pushing harder, moving through the city, and recovering in comfort.
Friday FWD
Built for life in motion
A versatile wardrobe designed to move from the morning commute to the office, dinner and an overnight flight — combining simplicity and comfort with activewear technology.
- Versatility
- Comfort
- Refined Utility
- Travel
Free FWD
Built for the moments between
Comfort-led product designed for recovery, downtime and the moments between — built around softness, ease and unrestricted movement.
- Softness
- Recovery
- Ease
- Relaxed Movement
Capsule Branding Identity
Three product worlds. One brand system.
Push FWD
High energy, high contrast, movement-led. Bold green and black reflects intensity and movement.
Friday FWD
Restrained, neutral and understated. Grey tonal system reflects versatility and life in motion.
Free FWD
Soft, calm and comfort-led. Warm neutral system reflects recovery and ease.
05 Bags + Packs
One bag, from desk to gym to gate.
A carry system built to move with you through the whole day.
- Purpose BuiltMade for active lives: the commute, the flight, the workout.
- ComfortPadded straps and a balanced fit, so a full bag still feels light.
- AccessQuick-grab pockets, laptop and kit kept apart.
- ColourMore than black. Brights and seasonal colours that bring energy to the whole brand.
06 Execution + Scale
2019 — 2024
Next Project
Push FWD — Aviate →
