The back story ⟶
FUTURE PROPER: FROM RETAIL VISION TO STRATEGIC STUDIO
Future Proper began as a retail concept—a highly curated, editorial platform for men’s activewear and lifestyle. It was never just about product. It was about a point of view: clarity, intention, and taste.
While the retail platform closed, the deeper mission never left. In fact, it evolved. What started as a curation of others’ brands became a quiet incubator—supporting early-stage founders, testing ideas, refining product, and developing brand identity from the inside out.
The name still fits.
“Future” speaks to a strategic, forward-facing approach.
“Proper” reflects refinement, coherence, and a deep respect for design and brand integrity.
Today, Future Proper exists as a flexible studio model offering:
Embedded brand strategy
Merchandising + product development
Founder support
Creative tone + storytelling clarity
White space exploration + product concepting
BrandPulse sessions + office hours
This is not a traditional agency. THIS IS A PARTNER FOR WHAT’S NEXT.
Who I am ⟶
PRODUCT OBSESSED. STRATEGY LED. CLARITY DRIVEN.
I’m Even Dunlop, a brand architect with 25+ years of experience shaping fashion, activewear, lifestyle, and technical products across both startups and global brands. My background blends product innovation, merchandising, and brand strategy with an operator’s mindset and an eye for design.
I specialize in helping brands find their edge, identifying what’s missing, then building a clear, cohesive roadmap to bring it to life. From performance apparel and accessories to fine jewelry to design-led hospitality, my approach centers on clarity, consistency, and great product.
Merchandising is my foundation. It provides the structure, discipline, and connective tissue that turns ideas into businesses, touching everything from product and pricing to storytelling and channel mix.
25+ years leading product, brand, and merchandising strategy
Deep experience in accessories, fashion, technical & active apparel, and hospitality
Former CMO and CPO in both corporate and startup settings
Led product launches, retail expansions, and brand pivots
Founder of Future Proper
Born and raised in Europe with a global perspective shaped by a deep appreciation for art, culture, and design. Lifelong athlete and former Division 1 rower passionate about physical movement - daily training to ocean and mountain sports. Drawn to adventure travel, architecture shaped by beauty and intention, and creative exploration.
Why I am doing this ⟶
GIVING BACK BY MOVING FORWARD.
With experience comes the desire to contribute without ego, without posturing. This work is one way I give back—by helping brands get unstuck, make confident decisions, and grow with intention.
It’s not about being the savior of every brand. It’s about offering what I know, listening deeply, and supporting those who are building with care, creativity, and intention. If something feels misaligned, I can help you realign—and move with clarity and purpose.
I’m here to help where I can, when I can, and with full presence.
OFFICE HOUR FRIDAYS:
Every Friday, I open my calendar to support early-stage founders, creative operators, and evolving brands. These 30-minute sessions are no-cost, no-pressure, and rooted in honest perspective.