Project: Joe King

Joe King, crowned Mr. Leather Europe in 2016, is a prominent figure in the Leather community. Hailing from the UK and representing MSC London (now London Leathermen), he earned the European title at an event held in Helsinki. Joe is a passionate advocate for diversity within the Leather community and actively works to preserve its heritage while promoting its relevance to new generations. Beyond his titles, Joe frequently serves as a judge in international Leather competitions and enjoys connecting with Leather enthusiasts worldwide.

Joe, as a distinguished Leatherman title winner, approached me to develop a dynamic and marketable brand that embodied his personality and achievements. The goal was to create a cohesive identity for a merchandise line that would allow him to maximise the opportunities arising from his prestigious title. The brand needed to be engaging, bold, and reflective of the Leather community, ensuring it resonated with his audience while celebrating his unique journey and success.