Joe Cooke

London, UK

I take consumer hardware from concept to global shelf — having done it twice, across footwear and sensor technology, shipping over 1m+ products to 150 countries.

I've spent my career turning opportunity gaps into products that earn a place in someone's life. A slipper that gave permission to slow down, and now as founder of Busutto, a technology that makes drinking water an act of both performance and looking after yourself.

I work with a small number of founders and innovators who need someone who's lived the full arc — from first visual to breakthrough prototypes to deploying the software that runs it. Brands are their products, but the real design isn't the object — it's the version of themselves it moves people toward.

Joe is an award-winning designer, technologist and founder.

He developed a slipper and distilled a global brand for 'downtime' — mahabis became the fastest-growing footwear brand in the world in 2014.

He is currently founder of Busutto, building sensor technology that brings hydration into your wellness data.

His career spans premium sports lifestyle (PUMA), entrepreneur-in-residence roles inside Fortune 500 innovation teams, experience design in consumer goods, and founding-stage product work in accelerators — always at the intersection of aesthetic, hardware design, embedded technology, and brand.

Known for a global, performance-led aesthetic — his work has won a Red Dot Design Award and a Drapers Footwear Innovation Award, holds multiple patents, and has been featured in WIRED, HYPEBEAST, and the Los Angeles Times.

Get in contact

Joe Cooke

London, UK

I take consumer hardware from concept to global shelf — having done it twice, across footwear and sensor technology, shipping over 1m+ products to 150 countries.

Joe is an award-winning designer, technologist and founder.

He developed a slipper and distilled a global brand for 'downtime' — mahabis became the fastest-growing footwear brand in the world in 2014.

He is currently founder of Busutto, building sensor technology that brings hydration into your wellness data.

Get in contact

Busutto

Hydration brand, software and hardware start-up.

Building from scratch — a brand for hydration, a sensor product that measures it, and an experience that brings it into your daily wellness data.

Currently in development as a solo founder project.

Mahabis

Slippers, redesigned.

When mahabis was just an idea, I joined an experienced entrepreneur and created a slipper. Over the next 6 years, it became the fastest-growing footwear brand in the world and grew from zero to one of the UK's fastest-growing companies. I distilled a product for 'downtime', created a supply chain and hopefully helped a few people put their feet up.

The neoprene heel was a unique solution balancing comfort with security. Its diagonal angle when viewed from the side, along with the upper and sole, came to define the identity of the brand itself.

Press my work has been in

"From London comes global design" — Design Milk

"A masterpiece of practicality" — The Telegraph

"I have discovered a few things that make winter actually enjoyable" — Business Insider

Clients I've worked with over the long term

Testimonials

"Joe is the ultimate go-to creative/design/problem-solving guru and general startup genius - you 100% want him by your side on any project."

Tim Samuels — Aclaimed documentary filmmaker, author, broadcaster and founder

"Joe worked seamlessly across design, technology, and operations, playing a critical role in turning TYME's vision into a cohesive, scalable product and platform."

Toby Adcock — Founder, TYME, Venture Capitalist