James is both founder & CEO of a new unisex workwear clothing brand, M.C.Overalls, based in Soho. He also unsuccessfully manages four UK Music Artists. Such commercial activities are coupled with a strong social drive: since its inception in 2006, James has been Patron and, for the last 5 years, Chairman of male mental health charity, CALM - CAMPAIGN AGAINST LIVING MISERABLY. Since 2010, he has also been a Trustee of The Mix and a mentor for The Marketing Academy.