Our Brand

Iconic products and silhouettes, made from premium fabrics, combined with our globally recognised design detail and branding - all for a price that offers incredible value. 

Together, we have built a brand that has cut through the global apparel market at record speed, taking market share from brands that have existed for decades. But we have a big opportunity for even more growth. 

We are on an exciting journey, from a big unstructured business to a defined destination based upon understanding our consumers through their style preferences.
 

We know our brand. We know our culture. We know our potential. 

AW20 was the start of an evolution. The moment we realised our ambitions and created a vision for the brand’s future. 

This is a celebration of the soul of our brand, its narratives, the global craftsmanship and the pride we have in our outstanding quality. 

We stand for integrity, confidence, style and sophistication. Our future vision is beautiful, minimal and expressive.

Our designs converse with the next generation - on their terms and with our values. New shapes and sharp cultural references remix the signals, and the result is pure energy. 

We take a modern approach to utility, and our cutting-edge, technical Sport style combines authority, performance and passion. 

A collection for all our contemporary consumers, which builds on the foundations that made our brand great and develops the styles that we pioneered.