Men's designer turns to the reality of customer lives to develop gritty campaign

London Denim is a entrepreneurial denim brand always looking to reinvent itself. It was born in the London Fashion Week exhibition of September 2001 when Simon King, working with Julian Roberts, snuck London Denim's first jeans onto his BFC-sponsored stand.

An arts and crafts ethos informs King’s design and production giving London Denim product a focus on tactility, quality and relevance. For his latest range of men's clothing, King eschewed the regular photographic glitz and turned to a deeper and more human illustrative approach. Instead of idealized photographs of youth at play in branded jeans, London Denim's illustrations reveal a more honest reflection of the society it trades in.

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