Guy McKelvey is a year lead and module leader across undergraduate and master’s courses within a fashion business context with specialisms across fashion buying, marketing, strategy and enterprise within the Department of Fashion and Textiles at the University of Huddersfield. 

With key research interests across innovation, technology and sustainability as a disrupter to traditional channels of fashion distribution. Holding a master’s with distinction from MMU in International Marketing and currently studying for a PhD centred around the use of new technologies specifically the metaverse in relation to engagement by Micro, Small and Medium fashion and textile businesses (MSMEs).

He has represented Huddersfield University at international exhibitions and conferences including Beijing Institute of Fashion Technology, World Student Design Competition- China, The Global Marketing Conference in Korea and collaborative work with the World University of Design and Shiv Nadar universities in India. A member of the Levitt group of senior marketing professionals which is part of the Chartered Institute of Marketing and FHEA Fellowship status from the Higher Education Academy.

Currently an external examiner for both the University of Salford’s MA Fashion Business and Marketing course and University of Sunderland’s BA Fashion Business and Promotion international partnership courses.

Previous employment involved the creation, development and distribution of fashion brands and development of physical and digital retail concepts. This was supplemented with roles working in senior director and management consultancy positions with varying renowned global luxury and lifestyle brands. His practise continues with ongoing consultancy roles and commentary supporting fashion and lifestyle start-ups to established players across the industry.

Current research projects include a focus on Creative Health (Wakefield), Cultures of Cliamte and Fashion Talks. Two AHRC projects were completed in 2025 focusing  on innovative ways for the promotion of a sustainability focused resale business and opening up a traditional craft to younger generations.