Hook & Albert

When I entered into my role at Hook & Albert, we were in a state of massive transition. The six years before my arrival, Hook & Albert was primarily a suit accessories brand. Over the next two years, we would slowly transition into a bag and luggage company. It was imperative that with this new transition, a unique brand voice was born. At the start of 2020 (pre-pandemic), I decided we needed to dial things back in. Gone were the days of three-piece suits and James Bond fashions. Instead, streetwear and self-expression were becoming the new normal. We were continually following trends, and I decided it was time for us to relinquish our commitment to something that was always changing.

I was tired of always looking outward, and knew we had to look inward to be successful. So, in turn, I decided our focus should move to who we were and why we were important. A trend is temporary, but a brand is forever.