It all began as a hobby. We started Rope Dye by blogging about menswear and our passion for stuff that is beautifully crafted and looks fantastic.

In a sense, it was after-work fun and games. In another, it was just an extension of what we have been doing all our professional lives anyway – presenting brands in a compelling and creative way, writing, designing, coding and building lasting partnerships.

Perhaps it was inevitable that we would begin to “white-label” our services; menswear, trade shows, tech companies, and even travel and hotels businesses.

Fast-forward to today and we are pumping our own brand of rocket-fuel to markets in Europe, the U.S. and Japan. And now, with Daniel Padilla Werner joining our team, we add a proven, A-list layer of retail and apparel specialist talent.

Talk to us about making extraordinary things happen – brands, management and creative content that all adds up to a hard-earned commercial advantage.


Our services are tailored to equip our brands with everything they need to succeed now, tomorrow and beyond. Think of this a web of interconnected disciplines.

Brand Strategy: Brand identity, target group priorities, retail partners, implementation.

Brand Management: Web, social media, content creation, market research, management.

Brand Narrative: Brand exploration, consumer alignment, narrative building, delivery.

Product Portfolio: Product development, market movement, trend development, portfolio narrative.

Sales: European sales, trade show attendance, permanent showroom, after sales, logistics.

360° Localisation: Harmonising the offer with the unique needs of the European market. Japan, USA, native brands and start-ups.


Our team’s pedigree is impeccable. State-of-the-art design studios – Matt, award-winning advertising agencies – Marc, and with Daniel Padilla Werner on board, we complement our team with an experienced, proven A-List apparel specialist for totemic retail brands.

We have cut our teeth, skinned our knees and honed our craft on household names which have no intention of compromising on the quality of creativity, thought or delivery. And, nor should you.

We bring all this experience to everything we do with Rope Dye clients. Disruptive creative work, clear and rigorous planning, exacting implementation.

It’s in our DNA.

This means that we can deliver robust brand strategies and execute them through exactly the right channels – websites, apps, printed and digital media, trade shows and personal contact with the people who matter the most.

Add to this, our close network of planners, developers and translators makes for seamless engagement with vital customers and real markets.

There is a ton of hard work ahead of us but together, we are all set to do something quite amazing. Talk to us.

Partners | Matt

Matthew Oliver Wilson was a product designer before turning his attention toward apparel and fashion. Witnessing first-hand the unethical manufacture of products designed and developed specifically for obsolescence, he quickly recognised the inherent dangers of this attitude towards consumerism. A move to Berlin, Germany in 2009 allowed him to explore different career opportunities in the creative industries.

A happy chance occurred when he discovered Raw Denim. Fascinated by the narrative contained in each garment, this newfound passion led him into a journey of discovery through the fashion and clothing industry. The qualities he found in a great pair of jeans he soon found in other goods and services.

In 2012, Matt became involved in Denimhunters, a blog that was the go-to site for all things quality in denim. Fuelled by his passion he quickly rose to Assistant Editor and Chief and then a full partner with Thomas Bojer. Denimhunters grew to become a fully fledged online magazine and a resource for both consumers and industry professionals alike.

In 2015, the Selvedge Run concept was introduced to the Berlin fashion scene. Uniquely, perhaps, this was a trade show for brands with a philosophy that aligned perfectly with his principles of craft and quality. Matt was heavily involved with the show from the outset and it was here that he first had the opportunity to work with his future Rope Dye partner, Daniel Werner.

The work with Selvedge Run and Denimhunters complemented each other, but the industry was changing. In 2017, Denimhunters was at a crossroads.  There was a need to expand and rethink the basic concept and turn the focus outward, away from only denim. Rope Dye was born. An online men’s lifestyle magazine about the passion for well-crafted menswear as well as other cherished products that baulk against today’s throw-away culture.

He left the Selvedge Run at this time to concentrate fully on Rope Dye and now, after two years, it is time for the next step. Rope Dye begins a new chapter. These are exciting times.

Partners | Daniel

Daniel Padilla Werner is one of the most recognised faces in the urban fashion scene.

As the Retail Manager for the Bread and Butter GmbH, Daniel was instrumental in the development, management, curation and execution of the world famous menswear Mecca, 14oz. As a high-end retail concept, 14oz. brought craft and quality related brands to the forefront of the fashion scene in Europe. As a complement to the retail business, he influenced the portfolio and fostered relationships with the brands that occupied the L.O.C.K area of the now legendary fashion trade show, Bread and Butter.

Throughout his 6 years at 14oz and Bread and Butter, Daniel became an authority on the quality and craft segments of the fashion industry. Logically, he then moved on in 2015 to develop a more focused, more curated, Berlin-based trade show, the Selvedge Run.

With the Selvedge Run doing great business, the opportunity presented itself to challenge one of the pillars of German retail. The KaDeWe group asked Daniel to develop and integrate a concept that would redefine their world famous luxury department store. This concept catered to an audience that was, until then, long-since disconnected from department stores; young, forward-thinking, brand- savvy, luxury-smart and lucrative customers. In parallel, Daniel was also ask to bring to bear his experience in leading the buying for the Urban & Denim departments.

Now, with almost two decades in the business, it is time to apply all the experience, extensive network and the skillset, and to follow his longtime ambition; gather like-minded friends to drive forward a company that will define, nurture and support that area of the fashion industry he has lived for the past 20 years.

Partners | Marc

Marc Fincham looks after many of the commercial and strategic operations and the technical firepower behind Ropedye. Allied to this, he is an accomplished full-stack marketeer and brand strategist bringing a wealth of on- and offline experience in Fashion, Technology, B2B, Travel, Luxury Goods, Media, and FMCG markets.

Having trained and made his mark in traditional advertising agencies, Saatchi & Saatchi and Leagas Delaney London, he moved in to agency management in Scottish firms and soon in to the ecommerce and online space, developing a new breed of digital planning where customer insights, qualitative research and Big Data meet with single-minded creative messaging, the ability to code and sheer accountability.

Having met Matt through Denimhunters via some work for Hilton Resorts (it’s a long story), and then Daniel through the Selvedge Run, the three of them now partner in delivering the 360° service that is Rope Dye. Marc is very much focussed on challenging and refining our strategic offer, and oversees our digital output.

All the while, he is unapologetically passionate about bringing fundamentally great brands to the widest possible audience and is equally unapologetic about driving their ROI.


Although our principal base is Berlin, our business is registered and domiciled in Tallinn, the capital city of the Republic of Estonia.

This is for good reason. All our corporate operations – financial, taxation, accountancy – can be conducted securely online in what is considered to be the most transparent regulatory environment in the E.U.

The Estonian legal system has also been reformed and shaped in to one which is now modern, simple and easy to navigate.

Therefore, we conduct all our back-office functions in Tallinn and the English language.

This pro-business environment all adds up to an easier life for everyone and means that we can all concentrate on doing what we do best.

All official documentation should be sent to this address.

Rope Dye Media OÜ
Sepapaja 6, Tallinn 15551, Estonia



Talk to us about anything. We’re ready and waiting.

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