The collection has a moody darkness reminiscent of Victorian London, making the brand a hit with the edgy East End crowd, British bands and models – Kate Moss, Agnes Deyene, Daisy Lowe, Pixie Geldof and Emma Watson.

Recent collaborations include The Libertines – Carl Barat & Pete Doherty for their legendary comeback gigs in Reading and Leeds, The Who for their Feb 2010 Superbowl gig USA and uber-cool bands Kasabian and The Kings of Leon for the front cover of music bible NME.