Nominations for The UK 2023 Scholarship Program are now open  – NOMINATE NOW

Graeme Smeaton, Director Morph Costumes & Royal & Awesome – AFG Media Ltd

In April 2012 Graeme created and launched the golf-clothing brand Royal & Awesome. Royal & Awesome make spectacular trousers for fun golf events. Graeme has led the brand to deliver 4 years of 60% compound growth, distribution in over 200 retailers in 17 countries and profitable annual turnover of more than £700k. This success has been built on strategic leadership, compelling brand marketing and highly effective awareness driving, especially through digital and social media. Royal & Awesome is owned by AFG Media, who are best known for owning the costume brand Morphsuits.

Since January 2015 Graeme has also been leading AFG Media’s digital apparel brand, Digital Dudz. Digital Dudz is a patented concept, created by a NASA scientist, which creates moving apparel designs through the use of an app and mobile phone. The most popular products are Christmas Jumpers and Halloween t-shirts. Since taking over leadership of the business Graeme has increased revenues by 55% to £1m. Graeme has achieved this by licensing the wholesale rights to the brand and creating a profitable customer acquisition model using Facebook advertising.

Prior to joining AFG Media, Graeme worked at Cadbury and Kraft where he enjoyed a number of roles including brand marketing, customer marketing, category management and national account management. The perfect education for leading successful marketing led businesses!