Steely Eyed Clothing – Brand Development

T-shirt by Steely Eyed Clothing


Steely Eyed Clothing is the dream of Mountain Bike Champion Richie Scott. The idea for a clothing brand had been on his mind for a number of years, but he wasn’t able to bring his dream to reality as no-one had managed to create a brand that resonated with Richie.


To create a brand that really captured the idea of being ‘steely-eyed’, that point in time when you are so focused and in the zone, nothing can break you.


We worked with Richie, identifying what was core to the brand in terms of values, culture and USP. We then considered the product range, ensuring the brand we developed could work for Richie as this expanded.

We asked questions like, “if your brand was a song, what would it be” – lots of out of the box thinking to help the creative process.

Once we have enough insight into the brand that was in Richie’s head, we created three visual concepts for him.


After years of being a pipe-dream, Steely Eyed Clothing is now up and running.


“Working with Emily and the McGowan Marketing team was a pleasure. It was invigorating, exciting and heightened the drive for success.” – Richie Scott, Steely Eyed Clothing

Find out more about our Brand Development service here.