What inspired you to create Hook LDN?
Looking across optics and sunglasses brands there seemed to be a lack of a young, fashion-forward, accessible but premium new brands. Using music as the route to the market, I thought it would be great to try and fill that gap.
What is the inspiration behind the name?
Firstly, the name has musical connotations and it’s a word that nicely integrates with our cassette deck logo. London is our home turf so it made sense to put the two together.
What is the focus for your latest collection?
Music and the musicians we adore are the inspiration behind the latest Stage collection. We may not have seasonal ranges, but every collection has a different musical inspiration, from festivals to live events and, now, the stages that great artists perform on.
You have teamed up with artists and musicians in the past. Is this something you want to continue doing in the future?
We will continue to work with musicians because it’s in our DNA and we love music. There are a lot of artists we have worked with who are excited by the prospect of creating new styles for Hook LDN but we want to ensure that it is the right time for the brand and that it is not done prematurely.
What are your plans for Hook LDN?
To keep pushing forward with great designs that are both stylish and wearable. Beyond the products themselves, we want to have more retail and distribution around the world, including America. Once all this has been achieved, we will start to have a look at other potential products beyond optics.
Which items of clothing or accessories do you always wear?
I always have my Hook LDN glasses, my wallet and a good watch, which I think is important for a man.
Which is your favourite London store?
The Library, in South Kensington.
What inspires you to create new collections?
Music by the musicians I love inspires me to create designs that are hopefully worn by those same musicians, alongside our fashion-forward youth audience.
Who is Hook LDN’s ideal customer and who do you design for?
In terms of music, it would be Lenny Kravitz. Our designs are aimed at young individuals who care about their appearance, their brands, who appreciate quality and want to stand out from the crowd.
What’s your favourite item from the latest Hook LDN collection?
My all-time favourite piece is the Juke, and from the new collection I really love the Union frame, which is super-wearable.
Hook LDN Juke sunglasses, £95
Hook LDN Union frames, £115