Introducing: London, Let Loose

Introducing: London, Let Loose

We’re excited to unveil the campaign video for ‘London, Let Loose,’ our second campaign for this spring/summer season starring the enigmatic and irrepressible Loic Williams, lead singer of the band The Walking Trees.



To match Loic’s unique and confident persona that’s wonderfully infectious, he’s wearing our boldest frames, many of which are new designs for this season. In addition to that, he’s also clad in an array of beautiful garments made by the legendary tailoring house Edward Sexton. In the 1960s and 1970s, Edward Sexton delivered Savile Row to the rockstars such as Mick Jagger with a profound attitude with striking fabrics and exaggerated shoulders and lapels with razor sharp lines. As if by osmosis, Loic channels that era but through a modern lens with help from one or two tattoos.

Stay tuned for the second part launching tomorrow.

Videography by Manuel Mollá
Styling by Benedict Browne
Music by The Walking Trees

With thanks to; Stockwell Studio, Edward Sexton, Benson & Clegg, Yuri & Yuri, Grenson, Edward Green