Paul Weller cuts a lithe figure in a black crew neck sweater and dove grey slacks that ride a couple of inches off the ground. His round-toed calfskin Chelsea boots gleam under the lights. A flashgun snaps at his every move as his gimlet eye rakes the clothes rack that lines the far wall of the West End showroom.
Throughout our creative process (which was also supported by Philips, Samsung and Snow Queen Vodka), we've always made the conscious decision to partner with rebels and pioneers; for example every model cast was (and will always be) chosen on account of their personality, creative attributes and character - as opposed to solely their appearance.
Inspired by the craftmanship, respect and quality in the work of Fifth Avenue Shoe Repairers in London's Goodge Street - a shop which has been bespoke restoring shoes and bags for men and women since 1936 - Swedish fashion label V Ave Shoe Repair was born in Stockholm in 2004, with a vision to create clothing and accessories built around those same core values.
Many people talk about timeless style like it's the holy grail of menswear. Style immortality. Immunity from the whims of fashion. But is it really possible? The answer is yes and no. Whilst it is wholly possible to buy clothing that will look great for years to come, eventually some parts of your wardrobe are going to require an update.