Protecting an Iconic Heritage Brand

Staying True to Musto’s DNA

As Marketing Director, Nick’s job is a balancing act. On one hand, he’s steering the brand towards new opportunities; on the other, he’s making sure Musto stays true to its roots.

“If it doesn’t scream Musto, we don’t do it,” Nick explains.

It’s not about chasing trends—it’s about building on Musto’s rock-solid foundation. Nick and his team are already working on collections for 2026, carefully planning products and campaigns that reflect the brand’s heritage while meeting the needs of today’s customers.

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Collaborating with Legends

When it comes to protecting a brand’s reputation, Musto’s approach to ambassadors is spot on. Instead of jumping on the latest influencer trend, Musto works with people who genuinely live and breathe the brand. Case in point: Zara Tindall.

Zara has been a Musto ambassador for over a decade, embodying the brand’s values through her Olympic equestrian career and countryside lifestyle. Nick explains that nurturing long-term relationships with ambassadors ensures they deeply understand the brand, making their advocacy authentic and meaningful.

“We’ve worked with Zara for so long that she’s part of the Musto family. It’s not about what’s trendy—it’s about what’s true to us.”

Sustainability: Beyond a Buzzword

Let’s face it: the retail industry has a long way to go when it comes to sustainability. But for Musto, this isn’t just a box to tick—it’s part of the brand’s DNA.

From repairing jackets to using recycled materials and organic cotton, Musto is working hard to reduce its carbon footprint. Nick explained how Musto has been repairing gear for years—long before sustainability was the hot topic it is now.

“If you can double the lifespan of a product, you’re halving its carbon footprint. That’s why durability and repairability are so important to us.”

And sustainability isn’t just about the products—it’s about how they’re made. Musto’s team is involved from the design stage, making thoughtful decisions about materials and manufacturing to minimise waste.

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Balancing Work and Life

Marketing an iconic brand is no small feat, but Nick’s also juggling life as a dad with a second child on the way. Like so many of us, he’s had to find ways to be present both at work and at home.

One of his top tips? Setting boundaries.

“I don’t take my work phone to bed, and I leave my personal phone downstairs. It’s about creating space to focus on what really matters.”

Nick also swears by a good old-fashioned alarm clock—no scrolling through emails before bed—and makes time for exercise to clear his head.

Key Takeaways from Nick’s Episode

• Authenticity Wins: Stay true to your brand’s DNA—it’s what customers trust and connect with.

• Invest in Relationships: Long-term ambassador partnerships build credibility and keep the brand voice consistent.

• Think Sustainably: Every decision, from fabric choices to repair services, can make a big impact.

• Create Boundaries: Separating work and personal life helps you give your best to both.

Listen Now

Nick’s passion for Musto is contagious, and there’s so much more to hear in the full episode. From working with world-class ambassadors to planning products years in advance, Nick shares the highs, the challenges, and his best advice for protecting a heritage brand.

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DISCLAIMER

This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World