Joe Cooke

London, UK

Now is the time when design, experience, engineering and craft are exactly what brands need.

Joe is a design-led product and innovation leader working across footwear, premium lifestyle and connected consumer products. He combines design, technology and commercial judgement to identify what to make next—and take it through prototyping, development, manufacturing and scale, with experience quality at the centre.

He developed mahabis — a unique slipper and global brand for 'downtime' — from idea to shipping 1M+ units across 150 countries. It became the fastest-growing footwear brand in the world in 2014.

He founded and designed Busutto, a sensor-based bottle and technology with AI-native engineering and operations, to help athletes with hydration.

Known for a refined, minimal, performance-driven aesthetic, he's designed for sports lifestyle brand Puma. Clients include a Fortune 500 'Experience Lab', Start-Up Accelerators (inc. Founders Factory) and lifestyle brands (TYME).

I work with a small number of founders and product leaders at ambitious brands, helping shape product direction with a strong team, meaningful resources and room to build. Always interested in comparing notes on product, design, science, brands and what comes next.

Work has been featured in WIRED, HYPEBEAST, Mens Health and the Los Angeles Times. Holds multiple sensor technology and design patents, and has won a Red Dot Design Award and a Drapers Footwear Innovation Award.

Joe Cooke

London, UK

Now is the time when design, experience, engineering and craft are exactly what brands need.

He developed mahabis — a unique slipper and global brand for 'downtime' — from idea to shipping 1M+ units across 150 countries. It became the fastest-growing footwear brand in the world in 2014.

He founded and designed Busutto, a sensor-based bottle and technology with AI-native engineering and operations, to help athletes with hydration.

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.

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.

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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