• Men's Fashion

The British Summer Edit: Why Love Brand & Co. Is the Most Purposeful Luxury You Can Wear This Season

There is a particular kind of dressing that only comes around once a year. That narrow window when Britain remembers it has a summer, and men everywhere reach for something that feels lighter, freer, more intentional. The question is never really what to wear. It is what it stands for.

Most beachwear answers that question with a logo and a price tag. Love Brand & Co. answers it with a story about elephants on the streets of London, a first date sketched on a napkin, and a beach in the Bahamas so impossibly blue that, from space, it registers as the clearest water on Earth.

This is not your average summer wardrobe edit.

Every print tells a story. Every sale saves a sanctuary.

A British Brand With A Bahamian Soul

Founded in London in 2010 by Oliver and Rose Tomalin, Love Brand & Co. was born from a specific moment of clarity. Oliver, then weighing up the philanthropic purpose of a new beachwear brand, stumbled upon the Elephant Parade in London: a series of life-size painted elephant sculptures raising awareness for Asian elephant conservation. The fact that wild elephants could be extinct within his lifetime stopped him cold.

Within weeks he had met with the late Mark Shand, founder of Elephant Family, pledged a percentage of revenue (not profits) to conservation from day one, and begun designing the brand’s now-iconic logo: two elephants facing each other, their trunks forming a heart. That logo was sketched on a napkin on his first date with Rose. She became his wife, his co-founder, and the woman whose family’s generational ties to the Bahamas gave the brand its soul.

Rose’s family history in the islands runs deep. Her grandfather served as Governor of the Bahamas. Her grandmother founded the Ranfurly Home orphanage and the Ranfurly Library Service, which became Book Aid International. When Oliver and Rose eventually chose to invert their lives entirely, swapping London winters for the outer islands of the Exumas, the Bahamas stopped being an inspiration and became home. Every product name in the collection is a Bahamian island. Every colour palette traces back to those waters.

“You can enjoy the good life and love the planet too. One does not have to cost the other.” — Oliver Tomalin, Founder

What Certified Sustainability Actually Looks Like

Love Brand is a certified B-Corp, one of the most rigorous independent standards of social and environmental performance available to any business. It is also a proud member of 1% for the Planet, donating a percentage of revenues, not profits, to conservation causes since the very first sale.

To date, that commitment has generated over half a million dollars for more than ten conservation organisations worldwide. The Sheldrick Wildlife Trust in Kenya, which rescues and rehabilitates orphaned elephants. BREEF, restoring coral reefs and delivering marine education programmes across the Bahamas. Tusk Trust, protecting black rhinos and African wild dogs in Tanzania. The Ibiza Preservation Fund, defending the Posidonia seagrass meadows that act as the lungs of the Mediterranean. WildAid, fighting the illegal wildlife trade on a global scale.

The clothes themselves are made to earn their place permanently. Swim shorts are cut from 100% recycled post-consumer plastic, produced in Spain using sublimation printing that generates zero water waste. Linen shirts are crafted from certified Belgian and French flax, sourced from Normandy, naturally biodegradable, and finished with corozo nut buttons rather than plastic. Everything is made in Europe. Everything is designed to age beautifully over years, not seasons.

Oliver designs every print by hand. The geometry is deliberate: a sophisticated pattern that, on closer inspection, reveals a squadron of migrating manta rays. A subtle repeat that hides the illusion of Indian palaces. Style with a hidden narrative. Luxury with something worth saying.

Where To Find It In Person

The London flagship sits on Park Walk in Chelsea, a stretch the brand affectionately calls The Beach. Step inside and the King’s Road disappears. Island music. Warm air. Colour everywhere. Co-founder Rose curates a personal edit of sustainable women’s designers and artisans alongside the menswear, making it one of the rare stores that genuinely earns the word destination.

The second flagship is in Nassau, the Bahamas, where the brand’s dual heritage comes full circle. Love Brand has also placed Island Outpost concept stores in luxury resort settings, including Pine Cay, a Relais & Chateaux private island in Turks and Caicos, for guests who prefer their shopping to come with a view.

Both stores stock the full range, including the new-season launches below.

The Six Pieces Worth Knowing This Season

A note on how to read this edit: the two Elephant Palace pieces anchor the collection. The four that follow build the wardrobe around them, from the new Archer polo (the brand’s most refined piece to date) through to the Powell terry towelling polo, the transitional layer every British summer demands.

1. Men’s Elephant Palace Navy Swim Shorts

The print that started everything. Oliver’s Elephant Palace motif is the brand’s bestseller for good reason: from a distance it reads as a refined geometric pattern, look closer and Indian palace architecture emerges, woven between the elephants that give back to conservation in Asia. Bold without being loud. Graphic without being garish.

The shorts are cut from 100% recycled post-consumer fabric with a soft mesh liner and nickel-free hardware. Quick-drying, considered, and built to outlast trends by several summers. These are not disposable holiday purchases.

2. Men’s Elephant Palace Sky Abaco Linen Shirt

Named after the Abaco Islands, one of the Bahamas’ most loved outer cays, this open shirt is the natural companion to the swim shorts above. Worn loose over a white tee for the beach, or buttoned to the collar for dinner, it is the effortless resort layer that makes packing feel easy and arriving feel right.

Cut from airy European linen in the iconic Elephant Palace print, it carries the same conservation story as the shorts. Wearing the set is, quietly, a statement.

3. Men’s Cream Archer Polo Shirt — New Season

The Archer is Love Brand’s most considered polo to date: crafted from 100% organic cotton in clean ecru cream, with the kind of understated finish that signals real quality without announcing it. This is British heritage dressing interpreted through a Bahamian ease. The collar sits perfectly. The weight is right. It works on the King’s Road and it works on Nassau Harbour.

For anyone building a wardrobe that travels well and lasts long, the Archer is the piece to start with this summer.

4. Men’s Kerala Green Lockhart T-Shirt — New Season

Named after a jungle. Coloured like one. This linen-cotton blend tee in Kerala Green draws its shade from the Kerala jungle in India, where Asian elephants roam the canopy, and where Love Brand’s longest-standing conservation partnership with Elephant Family has done some of its most significant work.

The Lockhart is the quiet anchor of the summer wardrobe. Breathable, considered, and rooted in a story worth wearing.

5. Men’s Kerala Green Arawak Linen Shirt

A Cuban collar. One hundred percent European linen. A colour lifted from the Kerala jungle floor. The Arawak is the short-sleeve linen shirt for men who understand that looking effortless on holiday is not luck. It is the right fabric, the right cut, and not trying too hard.

Pair it with swim shorts for the beach. With tailored trousers for the evening. Either way, it lands.

6. Men’s Il Qabru Embroidered Staniel Swim Shorts

Not every swim short earns its place through print alone. The Il Qabru takes a different route entirely: hand-embroidered crabs in pastel pink on a cool sky blue ground, each one inspired by the critically endangered Maltese freshwater crab that appears on the Maltese 5-cent coin. It is the kind of detail that rewards a second look, and the kind of story that makes a purchase feel like it matters.

Cut from 100% recycled polyester, each pair saves on average 15 plastic bottles from landfill. Every sale raises money for global marine and wildlife conservation. The embroidery is precise, the colour pairing quietly brilliant, and the fit is the brand’s trusted Staniel cut: quick-drying, considered, and built to last well beyond a single season.

For anyone who finds the Elephant Palace print too bold, the Il Qabru is the answer. Understated in silhouette, remarkable in the details.

Why it matters right now

In a summer where the world feels complicated and the pull toward conscious choices is stronger than ever, Love Brand & Co. offers something genuinely rare: luxury that earns its price, style that carries a story, and a brand that has held the same values since day one without asking for credit.

Over half a million dollars raised for conservation. A logo designed on a first date. A beach in the Bahamas too beautiful to name. That is what you are wearing when you wear this.

Every print tells a story. Every sale saves a sanctuary.

Shop the full collection at lovebrand.com. In store at the King’s Road flagship, Chelsea, London, and Nassau, Bahamas.

FashionBeans Editors

The editorial team at FashionBeans is your trusted partner in redefining modern men’s style. Established in 2007, FashionBeans has evolved into a leading authority in men’s fashion, with millions of readers seeking practical advice, expert insights, and real-world inspiration for curating their wardrobe and lifestyle.
Our editorial team combines over 50 years of collective experience in fashion journalism, styling, and retail. Each editor brings specialized expertise—from luxury fashion and sustainable style to the latest grooming technology and fragrance science. With backgrounds ranging from GQ and Esquire to personal styling for celebrities, our team ensures every recommendation comes from a place of deep industry knowledge.