Founder-led creative consultancy
Designing the environment around the product.
Studio Tenth helps apparel brands define who they are, what they make, and how their teams operate at their highest level.
Case Studies
Real challenges. Creative leadership. Measurable impact.
Expertise — 01 / 04
Four ways Studio Tenth helps build better product businesses.
- 01
Brand World
Defining a product's world — its positioning, point of view, visual language and culture.
Brand Positioning · Brand World · Visual Language
- 02
Product Strategy
Translating brand intent into the collections, product architecture and strategic decisions that create a coherent product business.
Collection Architecture · Product Audit · Product Vision
- 03
Creative Direction
Defining the collection identity and translating that vision across product, visuals and the customer experience, so every expression feels intentional and connected.
Collection Narrative · Design Direction · Creative Styling
- 04
Creative Infrastructure
Building the systems, rituals, and team structures that let creative organizations operate at their highest level — long after an engagement ends.
Operating models · Teams · Process
The Founder
Charlene Marshall
UNDER ARMOUR · AMERICAN EAGLE · ABERCROMBIE & FITCH · CARTER'S
20 YEARS · SENIOR DESIGN DIRECTOR · LONDON → NEW YORK
Charlene has spent twenty years leading product and creative in apparel, at Under Armour, American Eagle, Abercrombie & Fitch and Carter's. She began in the UK on the manufacturing side, building collections for high-street brands including Topshop and Miss Selfridge, which is where she learned that a good idea is only as good as a factory's ability to make it. In the US she built and led global product categories, hired and grew design teams, and carried organizations through growth and change, shaped by one belief: exceptional products are rarely the result of design alone, but of creative vision, product strategy and organizational clarity working together. Studio Tenth is the founder-led practice she built on that idea.
The role has never been to simply design products — it has always been to design the environment that allows exceptional products to exist.
How We Work
Engagements shaped around the opportunity.
Studio Tenth partners with brands at different moments of change, from defining what comes next to rebuilding what already exists. Every engagement is shaped around the opportunity rather than a fixed service package.
01 · DIAGNOSTIC + DIRECTION
See the opportunity clearly.
A focused assessment of the product, consumer, assortment and creative environment, identifying what is working, what is getting in the way, and where the greatest opportunity sits.
02 · BRAND + PRODUCT DIRECTION
Define the world before building the collection.
Consumer, positioning, product architecture, colour, material and creative direction brought together into a single point of view the whole business can work from.
03 · CATEGORY + COLLECTION BUILD
Turn direction into product.
From a focused capsule to the rebuild of a full category, establishing the architecture, product stories and creative standards a team can carry into development.
04 · EMBEDDED CREATIVE LEADERSHIP
Senior creative leadership, brought inside the business when it matters most.
Working alongside founders and leadership teams through growth, transition or transformation, aligning people, product and process without the need for a permanent executive hire.
Start a conversation
Every engagement begins with a conversation: where the business is today, what isn't working or what could work harder, and what you're trying to build next. From there, Studio Tenth will recommend the right scope.
A small number of partnerships each year.
Contact us
Charlene Marshall
charlene@studiotenth.co