ABOUT ME.

matthijs.loriaux@gmail.com
(+31) 6-41593787

I’m a Dutch–American brand strategist, consumer researcher, and writer who helps fashion and lifestyle brands build a strategic edge through culture and how they show up in the world.

My interest in subcultural style and fashion led me to work with brands such as Patta, Billionaire Boys Club, and ICECREAM, as well as local musicians and nightlife communities, in my early twenties. Experiencing firsthand how products and brands shape identity—and how symbolic meaning plays a key role in their reception—motivated me to deepen my understanding of these dynamics through formal training in Fashion Communication at Central Saint Martins, London.

Since then, I’ve applied this anthropological and sociological foundation in my work across consumer insight, brand activation, and content creation for brands including Birkenstock, The North Face, Nike, Vans, Polaroid, Cupra, and BYBORRE. Across agency and brand contexts, I’ve developed a broad skill set spanning qualitative consumer research methodologies, brand and marketing communications strategy, campaign roll-outs, project management, and copywriting.