Carl Versfeld is a creative director originally from Stockholm, Sweden. He has spent his entire career in fashion advertising and brand development, always with one foot in design and the other in tech. He collaborated with both Tomas Maier and Daniel Lee to help transform Bottega Veneta, and has worked with many other well-known brands including Tod’s, Aldo, Banana Republic, Vince, GAP, and H&M. He also has extensive experience working with editorial publications such as Numéro Homme and Fräulein.

Monica Kelly has over a decade of experience operating in the confluence of design, business, and technology. She got her start in the agency world of New York, where she led high-performing creative teams at Gin Lane and Sweden Unlimited. Over the years, she has worked with a diverse array of companies including early-stage ventures like SmileDirectClub (IPO), Artemest, and Recess, global enterprises like GE and Bose, and renowned fashion brands like Coach, Jason Wu, Michael Kors, Hood By Air, and The Row.

Carl and Monica are partners both in business and life. In 2020 they began consulting together while on COVID lockdown in Milan, Italy. They later co-founded a tech startup that went on to raise venture capital funding, which led them to relocate to Stockholm.