Meet Will cofounder of L'Estrange London. What started out as a passion project to reimagine the humble hoodie has transformed into redefining modern menswear with their unique clothing system rooted in versatility.  Originally stocked in the likes of Saks Fifth Avenue, Collette and Isetan in Japan, the pair crowdfunded £370k allowing them to drop out of traditional retail and go direct-to-consumer, moving beyond the hoodie into shirts, t-shirts, sweatshirts, trousers and quilts. Experimenting with pop-ups both in Soho and central London, this quickly led to them launching their own stores. One in Covent Garden and now in Notting Hill.    However, while L'Estrange are taking on the men's wardrobe I don't like to think of them as a fashion brand. They are more of an ideology. Their mantra 'with less do more' allows them to tap into wider conversations around essentialism, sustainability and style, flexing into multiple dialogues and appealing to a growing mindset many modern consumers now share.    In this episode we talk about their journey so far, where they are going and the importance of building a brand around an idea, not just a product. Enjoy. 

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