9 products

Our portrait of London focuses on what’s most essential to any great city: the people.

Approaching a selection of Londoners as we approach the design of our Essentials, we asked each of them to choose one thing that's essential to making their craft great.

What’s the most essential part of a great film? A great melody? Styling an outfit? Or simply a great day in London?

We were curious. You might be too. Read Alfie's take on a great day in London.

Alfie Cain

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Awarded Best New Pick

Aden

Straight leg regular fit chino

150 GBP

Regular fit chinos crafted in organic cotton-blend twill with comfort stretch.

+10

Mick

Classic tank top

50 GBP

Tank top made in an organic cotton blend with a touch of stretch.

What’s the most essential part of a great day in London?

I think in London, the sun is the most essential part of a great day.

Everyone’s just a lot happier. It’s one of the best places to be in the world when the sun is out. Everyone’s just absolutely flying, whatever way you interpret that!