The brand:

- the label to identify with, since 2017
- a contemporary category business
- issues of tees, shirts and knits
- classics loaded with new sexuality

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
- loves characters