Simon Crofts is a London-based creative director and design consultant known for his compelling ideas, exceptional craftsmanship, and thoughtful connection to product and audiences. Working closely with a diverse range of commercial brands, Simon creates beautiful, purposeful, and enduring work.
Simon founded his creative studio, Pleat, in 2011, establishing a reputation for exceptional, engaging, and elegant work at the intersection of fashion, beauty, lifestyle, and technology. His projects span a broad range, from directing the luxury menswear brand Understated Era and creating CMMN INTS, a contemporary luxury streetwear brand, to creating luxury beauty brand A-chromiq.
With deep expertise in revitalising brands through storytelling and strategic thinking, Simon has collaborated with leading global businesses, sports and activewear brands, innovative tech startups, and cultural institutions. His work consistently seeks new perspectives, blending craftsmanship and innovation to create memorable and purposeful experiences.
Passionate about shaping meaningful connections between brands and audiences, Simon brings an inquisitive approach to each project, constantly exploring fresh ideas and new methodologies in design, branding, and experiences.