Kumu

About Kumu

Kumu began as a personal project for graphic designer and keen angler Stephen May, originally an outlet for his photography and videography work. Having spent years working as a lead designer in Liverpool agencies, constantly constrained by client briefs and brand guidelines, Stephen set out to create something with genuine creative freedom: a brand that would push the boundaries between angling, design and fashion rather than sit comfortably within them.

The original brand, known as On The Beaten Track, built an early following through the Death Rig range and the content that accompanied it. Growth was fast — faster than one person could manage alongside a full-time job, running fulfilment from the back bedroom of his home. In April 2018, long-time friend Dave Marvell joined the business as a partner, taking over logistics and allowing Stephen to return to design and creative full-time. By October 2018, Stephen had left his agency role entirely to focus on the brand.

Trademark issues prompted a rebrand in 2019, and KUMU was born: a name better suited to a fashion label and the direction the brand was heading. Since then the range has expanded significantly, covering tees, hoodies, joggers, cargos, sweatshorts, jackets, gilets, caps, beanies and accessories for men and children, all built around the same creative identity that started the brand: bold graphic design, angling culture, and a deliberate refusal to do things the way everyone else does.