ABOUT

The brief was for a really soft shirt - Egyptian cotton with some crazy thread count. I’d written the line ‘Soft on the outside’ playing off the phrase ‘hard on the outside, soft on the inside’. We just needed some really hard-looking men to model the range. That’s how we ended up with gangster royalty like Freddie Foreman and Tony Lambrianou, both having served time as members of the Kray gang. Foreman, in particular, looked like he’d had happily kill you then toddle off home for pie and chips. The campaign got two D&AD’s.