Growth Strategy Meets Cultural Intelligence.
HUMANISING CONSUMER-TECHNOLOGY
CULTURE POWERED GROWTH
DATA-DRIVEN STORYTELLING
Podcast
Custodians of Craft is a podcast by Subject Matter that spotlights the intersection of heritage, business, and innovation across the craft and fashion ecosystem.
Each episode explores the socio-economic and environmental dimensions of creative industries, sharing compelling stories of artisans and entrepreneurs—with a strong focus on the Global South and indigenous communities.
Backed by Subject Matter Labs’ cross-cultural expertise, the podcast connects listeners to transformative ideas and new perspectives shaping the future of craft, fashion, and technology.
Newsletter
The Subject Matter newsletter delivers actionable insights for marketing professionals navigating emerging markets. Every issue breaks down marketing strategies, industry shifts, and consumer trends with a focus on the Global South.
Designed for strategists, brand leaders, and creative professionals, the newsletter combines quantitative analysis with cultural context to empower informed decision-making and real-world results.
Ep. 8 Why India’s Heritage Textiles Are Becoming the Future of Fashion: Inside Jiwya’s Plant-Based Studios
Ep. 7 Inside the Mind of the Founder Challenging Fashion’s System: Ahmed Zaidi | Hyran Technologies
Ep. 6 Adeyoola Adenusi on Nigeria: Past, Present and the Future
Ep. 5 From Tunisia to the World: Craft, Diaspora & Fouta Harissa
Ep. 4 Inside COP, Culture & the Climate Fight from the Global South
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SHEIN Arrives in France: A Brand Strategy Blunder or A Paradox Between Cultural Ideals and Economic Reality?
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Fast-fashion Players Are Leveraging "Sustainability" Credentials To Launch Premium Collections
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Apple TV's 'Severance' is a Masterclass in World-Building
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What International Brands need to know about Indian Consumers: To sell in India is to deeply understand it's Colonised Legacy
Advisory
Subject Matter Labs Advisory provides data-driven consulting and bespoke strategy for brands and creative enterprises aiming to grow in multicultural and rapidly evolving markets. Leveraging a proprietary market intelligence tool, currently in development, the advisory arm surfaces emerging consumer trends, informs go-to-market plans, and equips clients with actionable insights for success across boundaries of culture, commerce, and technology.
Our Vision
We believe true impact happens when business honors tradition, marketing carries meaning, and technology uplifts the voices too often overlooked. Our mission is personal: to inspire empathy, ignite curiosity, and build bridges between commerce and creativity—empowering every artisan, strategist, and entrepreneur to transform not just markets, but lives and legacies.