London, Let Loose

Our second campaign for this season aims to instill a sense of confidence and self-assurance in our customers as we emerge into the post-pandemic world. The piece stars Loic Williams, a singer and songwriter with a refreshingly unique personality who isn’t afraid to be his own man.



The last eighteen months have given ample space for introspection and self-reflection throughout repeated lockdowns, and many of us have taken the time to re-evaluate ourselves as individuals, evolving for the better from how we interact with our communities, to being around family and friends.

We believe the most fruitful area of betterment is finding the confidence to be who you want to be. At Kirk Originals, we’ve always believed that confidence is a key characteristic of the brand – we make frames for confident men, and frames to help men feel confident.



Many of our subjects from our last campaign, The London Mindframe, provided valuable takeaways on the subject of what it means to be confident today, and we believe these are of utmost importance now that fabled ‘freedom day’ is fast approaching. To take you back, Oli Benge said that “modern day confidence is defined by someone who doesn't care as much about how they are perceived, not to force anything and to carry oneself effortlessly in style and in their nature.” This was echoed by Jack Stammers, who said that it’s “totally comfortable in their own skin whether wearing old jeans and a T-shirt or a sharp bespoke suit.”

As an eyewear business, we’ve also used this period for self-reflection for betterment and we’ve realised that the lens in which male confidence is viewed through a prism of modern masculinity has changed significantly.



Our history will tell you that we as a business have always lionized the bygone image of stereotypical masculinity from yesteryear – that someone with broad shoulders and a clean-cut, handsome but serious face that shows no emotion – made famous by the likes of Connery and Grant. Those men were undeniably confident and proud in their own ways, but you can’t help but think that their image and persona were somewhat contrived. Whether that’s a hangover from their upbringing, or the pressures of their society and culture, we’ll never really know.

In the 1960s and 1970s, a new form of masculinity emerged, but this wasn’t expressed through fetishized chiselled features and a stiff persona. Instead, it was channeled through freedom and fluidity and a captivating brand of irreverence. Look to the likes of David Bowie as Ziggy Stardust in his spandex wares. Or, even the likes of Mick Jagger and his cohorts. Granted, these men were performers, but there’s still a huge degree of confidence that can, and should, be harnessed today.

This brings us to our newest campaign London, Let Loose with Loic Williams, which comes at a poignant point in the capital’s history when the post-pandemic floodgates are due to be opened. As lead singer of The Walking Trees, which he describes as creating “psychedelic rock that answers no questions but merely opens sonic doorways,” Loic isn’t afraid to be non-conformist in appearance and persona, artfully embodying this new ideal that we’re championing.



“I guess my confidence comes from having faith in myself. No one is ever going to do you better than you. So, you’re always going to win,” he says. Dressed mostly in Edward Sexton, the legendary tailor that cut expressive suits for Mick Jagger and all the other notable rockstars back in the day, Loic danced around the studio almost in a world of his own. Truth be told, Loic isn’t the typical Kirk Originals model but his attitudes most certainly are. Daring, bold and unique, he’s authentic only to himself, an attitude we feel we all should endeavour to adopt.

Kirk Originals produces frames for confident men, and for men who want to be confident. Whatever your circumstances might be, or where your head is at, one has to embark into the post-pandemic world with true confidence and self-belief. Be whoever you want to be, and don’t concern yourself with the opinions of others.


Watch the video here.



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

Photography by Debra Hurford Brown

Styling by Benedict Browne