An organisation created by apparel brand & retail industry veterans, SSEAMS consulting is our sister business partnering with private clients to support their brand growth plans.

Our expertise lies in strategic planning projects through to brand creative direction, apparel design & development, alongside experienced product management and materials knowledge to make all the difference.

Built from a common understanding, shared experiences and a desire to build and grow brands ‘the right way’. SSEAMS consulting was formed to be the place to go for any brand looking to the future.


Led by apparel industry leaders who will challenge the brief to maximise output. High level conceptual direction from the start with the ability to activate apparel design and development programmes with expertise, care and understanding.

Diane Richardson Co-Founder | Client Lead

Working at the heart of brands in product creation departments, Diane is a passionate product and brand strategist. Her experience balances large corporate brand culture through to young, emerging brands and adapts her brand management principles accordingly.

​Taking strategic moves throughout her career, Diane has a strong understanding of brand growth indicators and infrastructure management and effectively succeeds in the delicate art and science of brand management. She carries with her a powerful network of influencers.

Past experience: Nike, Timberland, MUJI, FIFA license

Soudi Masouleh Co-Founder | Editor

Soudi’s expertise has been in creating and overseeing sportswear collections with excellent creative, analytical and strategic skills for many international brands.

​A visionary working closely with clients and product creation teams, Soudi has amassed brand partners on a global scale and a strong network of design peers.​ Soudi provides leadership in setting overall creative direction, consumer relevant storytelling, and global trend forecasting.

Past experience: Nike, Adidas, Diadora, Ice Breaker

Julian Ritchie | Head of Design

With 30 years experience designing and manufacturing Technical and Lifestyle Outerwear, Sportswear and Denim, building collections for all market segments, Julian has based his career between London and France, working for clients with a European and Global reach in both Europe and the US. 

Alongside every aspect of building a collection, Julian is fully conversant with the design of all categories, sourcing, planning, pricing, efficiency, Product Management and the wholesale and retail environments.

Past experience: Timberland, Façonnable, Berghaus, Quiksilver

Sarah Cuthbert | Head of Product Development & Sourcing

A sportswear performance specialist, with over 30 years experience in sourcing, product development, and brand strategy. 

Having worked in both Asia and Europe Sarah has curated a wide range of specialist sources and manufacturers and brings this wealth of contacts to each project. Sarah is well versed in every stage of the product lifecycle, from creation, costing, manufacturing & delivery, and after.

Past experience: Pringle of Scotland, Musto, Head, Castore

Matthew Abbott | Head of Design, Denim & Lifestyle apparel

20+ years of experience in leading cross-functional teams to create fashion-forward, innovative products. Expertise in Denim and casual lifestyle apparel design.

Matthew is known for his awareness of market movements and global trends not only from consumer perspective but also from the industry side. A creative story teller with experience of building product directions from the four pillars; True inspiration, Archival research, Market awareness, and Technology.

Past experience: Timberland, Calvin Klein Jeans, Original Penguin, Dockers

Ruth Kelly | Head of Materials & Innovation Lab

Passionate about performance materials, Ruth is a creative fabric expert, thought leader and educator.

A true materials expert, Ruth has successfully led raw materials teams in the UK, Canada, Hong Kong and Sri Lanka, across the supply chain, from performance brands to manufacturers. She combines her network of connections, with practical in-depth knowledge of the fabric development, sourcing, validation and production processes, to make ideas come alive.

Past experience: Lululemon, Marks & Spencer


We build teams specific to your requirements to make sure every angle is covered from the start to the finish. Understanding that each project will need to be tailored means we listen to you and your requirements that are delivered seamlessly.


Our bespoke strategic engagements harness SSEAMS’s knowledge and expertise to tackle your tough questions, and we use our fresh eyes to inform your brand growth plans and ignite innovation.


Taking our big brand experience, we tailor our skills to fit your brief starting with a full understanding of the business objectives and financial plans, and then step into support your team.


At SSEAMS we believe in building brands for the future, working together to evolve and develop products to create a stronger bond from establishing solid foundations to innovating past the expected. We thrive to drive excellence into all that we do.

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