Cowan’s most recent show saw his brand image elevate in sophistication  “SS18 was all about translating my vibrant, high impact look, into a more commercial setting whilst remaining true to the brands DNA" He describes his designs as escapism, ”I design with the same intention as music, it’s there to take you on a journey, sometimes people need a break from the real world and their day to day lives, my designs are here to brighten up your day to day" The universal appeal of Cowan’s work sees the brand work on multiple projects from the internet famous selfie hat, which was an early collaboration with tech giant acer, to capsule collections with Google and charity gala shows with The Make-A-Wish Foundation.