Joe Cooke

London, UK

The best products make someone want them before they know why. And, then overdeliver on that promise. Every product is practice for the next.

Joe is a designer and founder who builds products and the early operations around them. He holds multiple patents, has won a Red Dot Design Award and a Drapers Footwear Innovation Award.

He developed mahabis — a slipper and global brand for 'downtime'. It became the fastest-growing footwear brand in the world, shipping 1M+ units across 150 countries.

And Busutto, to make it easier to be intentional about hydration, for athletes. Developing a sensor-integrated bottle with AI-native engineering and operations.

He works with hardware founders as a hands-on Design Partner or Fractional CPO — shaping what gets built and making it actually desirable.

His work spans premium sports lifestyle (PUMA), Fortune 500 innovation labs, and venture builder accelerators. Work has been featured in WIRED, HYPEBEAST, and the Los Angeles Times.

Joe Cooke

London, UK

The best products make someone want them before they know why. And, then overdeliver on that promise. Every product is practice for the next.

Joe is a designer and founder who builds products and the early operations around them. He holds multiple patents, has won a Red Dot Design Award and a Drapers Footwear Innovation Award.

He developed mahabis — a slipper and global brand for 'downtime'. It became the fastest-growing footwear brand in the world, shipping 1M+ units across 150 countries.

And Busutto, to make it easier to be intentional about hydration, for athletes. Developing a sensor-integrated bottle with AI-native engineering and operations.

He works with hardware founders as a hands-on Design Partner or Fractional CPO — shaping what gets built and making it actually desirable.

His work spans premium sports lifestyle (PUMA), Fortune 500 innovation labs, and venture builder accelerators. Work has been featured in WIRED, HYPEBEAST, and the Los Angeles Times.

Busutto

Hydration brand, software and hardware start-up.

Building from scratch — a brand for hydration, a sensor product that measures it, and an experience that brings it into your daily wellness data.

Currently in development as a solo founder project.

Mahabis

Slippers, redesigned.

When mahabis was just an idea, I joined an experienced entrepreneur and created a slipper. Over the next 6 years, it became the fastest-growing footwear brand in the world and grew from zero to one of the UK's fastest-growing companies. I distilled a product for 'downtime', created a supply chain and hopefully helped a few people put their feet up.

The neoprene heel was a unique solution balancing comfort with security. Its diagonal angle when viewed from the side, along with the upper and sole, came to define the identity of the brand itself.

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Press my work has been in

"From London comes global design" — Design Milk

"A masterpiece of practicality" — The Telegraph

"I have discovered a few things that make winter actually enjoyable" — Business Insider

Clients I've worked with over the long term

Testimonials

"Joe is the ultimate go-to creative/design/problem-solving guru and general startup genius - you 100% want him by your side on any project."

Tim Samuels — Aclaimed documentary filmmaker, author, broadcaster and founder

"Joe worked seamlessly across design, technology, and operations, playing a critical role in turning TYME's vision into a cohesive, scalable product and platform."

Toby Adcock — Founder, TYME, Venture Capitalist