Tim Soar set up POST Design in the 1980s with graphics superstar Neville Brody, working on projects in major museums in the UK and mainland Europe. After years moonlighting as a dj, Tim set up global music consultancy Music Concrete, working with hotel and fashion brands like Ian Schrager Hotels, Addidas, Fendi and many others. In 2006, he launched menswear label SOAR to great acclaim. Matthew Murphy of B-Store bought key pieces of this collection and of subsequent collections. Liberty also bought the next Rockabilly inspired collection. Top international stylist, Jodie Barnes, came onboard in 2007 bringing an added focus to the label.
"For a year or two I had felt an increasingly strong urge to move into fashion design. I felt that I had something to say about modern menswear and that it was time to move on from the flippant to something more serious. I was tired of seeing gimmicky menswear that was badly made and did not fit correctly. I set out to produce clothes that are a synthesis of minimalism and the avant guarde made to the highest possible standards."