EPISODE · Nov 10, 2025 · 1H 42M
#15 – Matt Dehaty – a Masterclass in Product, Rugby & Being the Founder of OldNovo
from Off The Brief · host Jaden Haynes
Matt Dehaty is the founder of OldNovo, a lifestyle sportswear brand rooted in rugby values. Before launching Old Novo, Matt mastered the blueprint for building global apparel brands with deep cultural resonance, having spent over a decade at Nike before becoming Buying Director at Gymshark.How do you know when it's time to leave corporate stability to pursue a personal mission? What is the process of translating intangible values into tangible design and product quality? In the age of fast fashion, what does it mean for a brand to demand intentional purchasing from its customers?Expect to learn how Matt translates the traditional values of rugby through OldNovo, how Nike sets its direction at its HQ in Oregon, the cultural significance of rugby in the fashion world, and much, much more.-Subscribe to my newsletter: https://jadenhaynes.substack.com/-Get in touch in the comments or head to...Instagram: https://www.instagram.com/jadenlmhaynesYouTube: https://www.youtube.com/@jadenlmhaynesEmail: [email protected]:Chapters00:00 Home Advantage and Entrepreneurship02:54 The Passion for Product06:04 Identifying Market Gaps in Rugby Apparel08:49 Translating Values into Design11:43 Contemporary vs. Traditional Rugby Fashion15:09 The Future of Rugby Branding17:53 Influencing the Rugby Apparel Market20:52 Collaboration and Innovation in Rugby Fashion38:43 The Art of Storytelling in Design41:01 Rugby Merchandise: A Shift in Trends46:32 The Evolution of Rugby Jerseys51:50 Balancing Aesthetics and Mythology in Sportswear56:14 Crafting a Personal Narrative for Old Nova01:00:59 The Intersection of Fashion and Sports01:09:41 The Future of Women's Rugby and Fashion01:11:43 Empowering Women in Rugby01:14:01 The Evolution of Rugby's Creative Landscape01:15:51 The Intersection of Men's and Women's Rugby01:19:10 Navigating Product Creation in Sports01:24:42 Staying True to Your Vision01:28:11 Observing and Learning from the Game01:33:43 The Cultural Significance of Rugby Jerseys
What this episode covers
Matt Dehaty is the founder of OldNovo, a lifestyle sportswear brand rooted in rugby values. Before launching Old Novo, Matt mastered the blueprint for building global apparel brands with deep cultural resonance, having spent over a decade at Nike before becoming Buying Director at Gymshark.How do you know when it's time to leave corporate stability to pursue a personal mission? What is the process of translating intangible values into tangible design and product quality? In the age of fast fashion, what does it mean for a brand to demand intentional purchasing from its customers?Expect to learn how Matt translates the traditional values of rugby through OldNovo, how Nike sets its direction at its HQ in Oregon, the cultural significance of rugby in the fashion world, and much, much more.-Subscribe to my newsletter: https://jadenhaynes.substack.com/-Get in touch in the comments or head to...Instagram: https://www.instagram.com/jadenlmhaynesYouTube: https://www.youtube.com/@jadenlmhaynesEmail: [email protected]:Chapters00:00 Home Advantage and Entrepreneurship02:54 The Passion for Product06:04 Identifying Market Gaps in Rugby Apparel08:49 Translating Values into Design11:43 Contemporary vs. Traditional Rugby Fashion15:09 The Future of Rugby Branding17:53 Influencing the Rugby Apparel Market20:52 Collaboration and Innovation in Rugby Fashion38:43 The Art of Storytelling in Design41:01 Rugby Merchandise: A Shift in Trends46:32 The Evolution of Rugby Jerseys51:50 Balancing Aesthetics and Mythology in Sportswear56:14 Crafting a Personal Narrative for Old Nova01:00:59 The Intersection of Fashion and Sports01:09:41 The Future of Women's Rugby and Fashion01:11:43 Empowering Women in Rugby01:14:01 The Evolution of Rugby's Creative Landscape01:15:51 The Intersection of Men's and Women's Rugby01:19:10 Navigating Product Creation in Sports01:24:42 Staying True to Your Vision01:28:11 Observing and Learning from the Game01:33:43 The Cultural Significance of Rugby Jerseys
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#15 – Matt Dehaty – a Masterclass in Product, Rugby & Being the Founder of OldNovo
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