Consultancy
I work with fashion brands, cultural institutions, and archives to unlock the strategic value of menswear. Whether you’re repositioning a brand, activating a legacy, or building an exhibition, I deliver consultancy grounded in research, industry experience, and measurable outcomes.
Brand Positioning & Heritage
I help brands define their identity through historical research, material expertise, and cultural relevance.
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Repositioning through archival research and narrative frameworks
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Product and campaign strategy informed by design history and innovation
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Building brand authority through long-term heritage strategy
Admiral: 50 Years of the Replica Shirt (2024). Contributing chapter by Andrew Groves.
Archive Development & Activation
I advise on how brand archives can be structured and activated to support internal strategy, external engagement, and long-term value.
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Structuring archives to support research, design, and marketing
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Developing activation strategies for campaigns, storytelling, and exhibitions
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Enabling commercial and curatorial use of historical material
Burberrys catalogue, c.1910. Andrew Groves Archive.
Exhibition Curation
I offer curatorial consultancy for brands, institutions, and cultural organisations that want to reframe how menswear is seen, understood, and valued.
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Full curatorial direction from concept to delivery
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Narrative design aligned with brand or institutional priorities
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Strategic support for audience engagement, media, and accompanying publications
Pioneers of the Material World, British Textile Biennial, 2025 – Curatorial Advisor.
Research & Cultural Insight
I provide high-level research and cultural consultancy for brands, media, and policymakers.
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Expert input for campaigns, documentaries, and design briefs
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Confidential consultancy for brand positioning and heritage analysis
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Fashion history applied to real-world decision-making
Paninaro Magazine (2025). Commissioned article by Andrew Groves on menswear culture.