In today’s generation we’re all about trying to find our own identity whilst rebelling against the mainstream, and one easy way to do that is by expressing it through what we wear. The Love Sick London boys, Danny and James, are paving the way when it comes to indie fashion labels helping those to do just that – who wants to look like everybody else, anyway?
You guys obviously get on well! How and when did you meet? We met back in 2015 at the Great British Tattoo Show in London and we just clicked, but the brand itself was born in 2013.
What sort of stuff did you first bring out? The first thing we brought out was a white tee with a design that I [Danny] drew myself.
Have you guys had any formal design or business training, or have you learnt everything from scratch? No, we’ve had no training at all. We’re both self-taught – hours of watching YouTube videos and learning Photoshop and Lightroom.
What would you say your brand ethos is? To not care about what other people think and just to do us. I think you should be able to wear what you want if it makes you feel good.
You should be able to wear what you want if it makes you feel good
London is obviously a big thing when it comes to your brand. You must find a lot of inspiration from the city? We sure do. Our brand is heavily inspired by London culture and the people who live here – also late night bars to basement tattoo studios.
What’s the general process for you when thinking up an item and getting it to the store? We tend to get together more designs than we need, and then me, James and Rach will break that down into a collection and weed out the not so good stuff or designs that just don’t fit into the overall look of the collection.
Read the rest inside issue 54 here | words by AJ | photography by Thomas-James Fisher