Introducing the latest profile in our London Life series. Henry Hales reveals the story behind his brand SIRPLUS and what makes him tick.

What are you working on at the moment?
I started SIRPLUS in 2011 and the original ethos was about putting unwanted, quality fabrics to good use and selling directly to our customers. The range has evolved from just boxers to a full collection of menswear. We collaborate with artists, designers and even a few charities. For example we recently did a penguin tie collaboration with the Penguin Foundation! I’m designing for the discerning customer, who appreciates quality, design and owning something a bit special. 

Where’s home?
Kensal Rise. I love a jog around Queens Park, dinner in Ida, or a film at the Lexi cinema on Chamberlayne Road. We’re just a short walk over to Portobello Road, where I can keep an eye on our store.

Recommend your favourite London spot?
Ida on Fifth Avenue for home cooked Italian food is a great spot for dinner. Family run, full of charm and the food is delicious!

How do you switch off?
I run, play a bit of golf in summer and like to read. I’ve just finished 3 of the best books that I’ve absolutely loved and would recommend:
David Niven – Moon’s a Balloon
Bill Browder – Red Notice
Ben Macintyre – The Spy and The Traitor
I also enjoy listening to podcasts too. At the moment I’m gripped by West Cork.

What does the future hold for SIRPLUS?
Lots more online growth, a wider range of products, a couple more shops and steadily growing the brand by focusing on quality and our customer experience.

What’s your favourite music to listen to?
I work listening to classical music. Mostly Chopin. I read an article saying it helps concentration, but I suspect it just makes me feel smart and tricks me into working harder! When not working I enjoy:
Blood Orange
San Scout
Alabama Shakes