London Denim

I design contemporary British street wear which is made in the UK, Italy and Japan with materials sourced from the UK, Europe, Japan and the US. A modern Arts and Crafts ethos informs my design, creative and art direction giving what I hope is a focus on tactility, quality and relevance.

I sweat the small details, are slightly experimental and not so hooked on the past and heritage that we ignore the future. We believe each of our products should add something new.

As a jean designer I work in the margins of product design. 75% of the work has already been completed by personalities and brands of the past: levi, lee and wrangler. My challenge is to inject my vision into the proportions, shape and detail to create a product that represents our design philosophy, fits great, our customers can identify with and feel good about wearing.

An Arts and Crafts ethos is not about a design style it's about a complete lack of compromise from everyone in the design and production process in their enjoying what they do, wanting to do it to the very best of their ability and being fairly rewarded for it.

I have a love of denim and also of fine fabrics. I am a lover of the structure of product with sharp edges and an acolyte of the worlds leading fashion designers.

I never rule anything out.