In Brief

How one of Steve Jobs' favorite proteges helped turn around a lagging fashion brand.

Launched in the early 1990s as the brainchild of a Melbourne-based man who needed to create a bag sturdy enough to cart home a 12-pack of beer on his bike, Crumpler has since grown into a globally recognized brand with legions of fans. Three years ago Sam Davy became the company’s first ever Brand Director, bringing an unexpected tech world connection. Although his name may escape you, Davy comes to Crumpler from Apple, Inc. where he served as the company’s Global Creative Director for 6 years. Hired by Steve Jobs himself to bring Apple designs in-house and integrate the business, technology and design components, as GCD at Apple, Sam took the design department number from 20 employees to 270, forever changing the face of the world’s most recognizable brand.

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