How do you cultivate a deeply dedicated community in fashion?

You transform it into a force for good.

For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo’s story and the incredibly real impact it had on her drive to build something meaningful.

After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London in less than ten months — Jo’s story is one of resilience and impact.

To date, the brand has donated more than 53k scarves to women going through similar treatment; and thousands more Superhero Sleep Buddies to children impacted by their mothers’ treatments.

Scamp & Dude is not your average fashion brand, but one the whole industry can learn from.

Balancing commercial success with charitable goals, their superpower-infused branding connects with vast audiences for one reason – everyone could use a boost sometimes.

From experience, Jo knows exactly how to…

• Build Authentic Customer Relationships: The magic of Scamp & Dude lies in keeping things real — no forced strategies. Jo’s personal interactions, from Instagram Lives to in-store community events, create a community that feels wholly meaningful. Learn how to foster deep, authentic connections by repeatedly showing genuine care.

• Tell a Story That’s True to You: A brand’s story should come from the heart. You can tell when it doesn’t. Jo highlights how her personal journey is “intrinsic to the whole brand”, and why fashion & beauty marketers must find their brand’s truth and live into it boldly. Customers feel the difference.

• Create a Community That Advocates With You: Scamp & Dude’s community thrives on confidence and support — fans connect, share feedback, and inspire one another in more private digital spaces than you’d know. Jo reveals how empowering customers to be part of your brand’s journey creates a supportive environment, where Advocacy naturally flourishes.

Learn from Jo. Show you care. Build something that matters.

Rate & review Building Brand Advocacy:

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Connect with Jo:

On Instagram

On Scamp & Dude’s Instagram

On Scamp & Dude’s Website