Content Strategy and Content Creation for Lifestyle Clothing Company Passenger

Passenger Clothing are an independent clothing brand from the UK inspired by travel, music and salt water.


The Brief

As a keen surfer, when I came across a banner advert on a UK surfing website, advertising Passenger Clothing, I was intrigued to find out whether they had a writer for their website.  After speaking at length with Richard, the founder of the brand, I offered my content marketing services.


We were briefed by Passenger to create SEO friendly content for their new blog to improve their organic search traffic and establish them as an independent surf/lifestyle clothing brand leader. After some initial keyword and industry research, we proposed that the best way for them to achieve authority would be to create inspiring, people-focused content that would add real value to the surf/travel/arts community.

Richard Sutcliffe

What the Client Said...

‘Jamie has helped us with our content strategy no end. He’s able to combine creative writing with SEO driven content. Jamie has helped massively with our blog, gathering all the content and managing the blog series. I highly recommend Jamie for any copywriting needs.’

Richard Sutcliffe, Passenger Clothing

The Outcome

After confirming a contract with Passenger, we drew up a content marketing strategy to help launch the website’s new blog.  We managed to secure interviews with some of the surfing industry’s biggest influencers, including photographers, surfboard shapers and the guys behind the UK’s first ever wave garden.


These high profile interviews have enabled Passenger to develop some valuable contacts within the industry, several of which have resulted in the company being featured in the UK’s biggest surfing magazines. Early indications also show that organic search traffic is increasing over time too.


You can read an interview we conducted with the guys behind the UK’s very first wave garden, here.