The brand:

- the label to identify with, since 2017
- a contemporary category business for a fluid era
- issues of tees and shirts for all the sexes
- classics loaded with new sexuality
- agile: on-season collections are issued bi-monthly

Geoffrey J. Finch:

- hails from Toowoomba, Australia and has been based in east London since 2004
- directed meteoric growth on Topshop Unique as Creative Design Consultant
- honed his craft as Creative Director of cult label Antipodium
- is the son of a dressmaker and took the back door to fashion
- recontextualises familiarities, juxtaposes and plays with associative meaning