Mark Musgrave

Aug 25

Mark is founder of The Level Collective, where he creates outdoor supplies for balanced living – for the commute and wilderness pursuit.

We’ve worked with Mark for a number of years at The Good Life Experience, as well as selling his incredible bags at the Pedlars General Store in London.

He’s a role model for building a business in your own, unique image.

First, tell us a bit about yourself and what your job is.

Hey, I’m Mark and I live in Cornwall with my wife Suzie (+bump) and I run an outdoor lifestyle brand called The Level Collective – specialising in backpacks, clothing and tools.

Naturally, our favourite things to do involve being in and around the sea, as well as staying out on the cliffs in our van followed by pancakes in the morning, accompanied with home-stewed rhubarb and clotted cream. Filthy.

What things do you make that are British?

Well most of our collection is made in Britain including our range of waxed organic backpacks.

Our merino wool beanie hats and socks are also knitted in Britain and we’ve just launched our first collection of British made knitted wool sweaters.

Our pocket knives and hatchets are crafted in Britain and we’re just launching our very first shirt-jacket – ‘The Maker Shacket, a hardy waxed organic cotton overshirt which will also be made in Britain.

Is Made in Britain an important part of your marketing and brand message?

It certainly is because we believe that making products in small batches as locally as possible is the best way to keep quality high and minimise waste. It celebrates clothing as craft and companion rather than mere commodity.

Do you find that your customers understand why British goods cost more than many others?

(Do you need to explain this, or do they understand it when they come to you?)

Erm, most do appreciate that making things in small batches in this country does cost more but I certainly get the occasional “how much?!” when I do pop-up events.

I suppose most people’s perception of cost and value has been warped by high street retail which is of course mass made in cheaper economies.

Do you feel that there’s a growth in interest in this type of provenance?

Perhaps it’s the echo chamber I inhabit, but I feel like the concept of buying less things, but better quality and taking a more active interest in how things are made, where, and by whom is gradually seeping into mainstream consciousness.

I do think it’s fair to say that people are more aware that their purchase decisions have impact and that they can vote with their feet with the brands that embody their values.