Keith O'Brien

I started in fashion retail (River Island, Dorothy Perkins, Burton) in global brand and marketing roles that taught me how fashion brands think, what they care about, and how they make decisions. I spent several years at ISKO, the world's largest denim fabric manufacturer, where I built and led the global brand, marketing and communications function. More recently, I worked with RE&UP, a next-generation textile recycling business, which deepened my understanding of where responsible business is actually heading, and how hard it is to communicate convincingly.

That experience, sitting at the intersection of fashion brands and the industry that supplies them, shapes everything I do. I understand what a brand needs from its supply chain story, and I understand what a supply chain business needs to do to be taken seriously by the brands it wants to work with.

I set up Scéal Strategy to work independently with brands and suppliers who need serious thinking, not generic frameworks. The work is always bespoke. The approach is always the same: get close, understand the gap, build something that actually works.