The Challenger’s Almanac – a study of challenger brands

Yes it’s a business book, but The Challenger’s Almanac looks like it could be one of the more engaging examples of the genre.


This is because the book profiles not the business behemoths that make up corporate case studies, but people who have, as the authors say, ‘created businesses worth much more than the money they make’.

David Hiaett of Hiut Denim
David Hieatt of Hiut Denim

Among those ‘challenging the status’ quo, are David Hieatt of Hiut Denim, which was set up in Cardigan, West Wales, to use the skills and knowhow left behind in the town when a large denim factory left.

Sugru inventor Jane Ni Dhulchaontigh
Sugru inventor Jane Ni Dhulchaointigh

And also profiled are Jane Ni Dhulchaointigh, inventor of Sugru, and US illustrator Jessica Hische, in what the authors describe as ‘a celebration of those challenging the status quo’.

Illustration by Josh Vyvyan
Illustration by Josh Vyvyan

The Challenger’s Almanac has been put together by consultancy Sideways, while photographers Alastair Sopp and Rasmus Keger – as well as tattoo artist Josh Vyvyan – have provided the visuals.

Finisterre case-study

Alongside the stories of the challenger brands themselves, there are also contributions from consultancies who help build these brands, such as Naked Communications and Pearlfishers’s Jonathan Ford.

The Challenger’s Almanac is set to go to print following a Kickstarter campaign. For more information visit

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