Love Brand & Co
Already available to buy online and in some premium UK boutiques, Love Brand & Co. have finally opened their first store dedicated solely to their own range.
The founding concept of the brand, which was launched in 2011, was to deliver “fashion for the love of elephants”. With this motto in mind, not only does Love Brand & Co. offer luxury beachwear to fashionable men, but the brand also donates 5% of its sales to elephant conservation, supporting select elephant charities: Elephant Family, The David Sheldrick Wildlife Trust and Tusk Trust.
Despite some ethical brands falling short in terms of aesthetics – with products often appearing as an afterthought to the moral message – Love Brand & Co. offer an exciting array of pieces that merge classic and timeless cuts with of-the-moment, trend responsive inspiration.
The flagship store is located on Chelsea’s ‘beach’, just off Fulham Road in South West London. The location was far from chosen at random, with the brand seeking to encapsulate the relaxing feeling of being on a beach within the context of a luxury boutique setting.
The store’s interior cements Love Brand & Co.’s image as that of a brand with both moral and cultural relevance. The clothes are displayed in old apple crates and on a table hand-crafted from driftwood, with another table made from recycled floorboards and ironmongery now housing iced-teas and health waters for thirsty customers. Perhaps most impressive of all, the checkout counter is formed by a perfectly restored 150 year old post office, with its original brass gates now surrounding modern touch screens instead of stamps.
This innovative, not to mention thrifty, use of up-cycled furniture not only lends itself to the cool, laid-back vibe the store is aiming to achieve, but also mirrors the brand’s overall ethical and responsible philosophy, which is reiterated more obviously by the elephant statue protruding from the shop’s corner – I really want one for my bedroom.
Shop the current collection now at lovebrand.com.