London Undercover

DESIGNER NAME: Jamie Milestone

BACKGROUND: Born in North London, Milestone set-up London Undercover in 2008 with the aim of re-introducing the umbrella into the modern market and returning it to its rightful position as a fashion accessory. The brand launched a year later going directly in store at Liberty.

IDEAL CLIENT: “Smart, quick-witted & well-prepared.”

TRADEMARK PIECE: “The City Gent Lifesaver.”

THE COLLECTION: “Mad in Britain. Modern turmoil.”

CULTURAL INFLUENCES: “We're constantly referencing other cultural elements in our designs. Even the brand name and logo is a take on earlier London Transport designs. These elements that we become so familiar with in getting from A to B, when taken out of context, just work. They're already there in your subconscious and so when represented in a different form, feel very right. Music, art, design, film and fashion have always been interlinked and they all work together to introduce you to new things outside of their own genre.
 
PLANS FOR 2013: “Continuing what we do best and providing something for everyone, from the conservative to the overtly outlandish.”