Tomorrows Ldt added a new brand to its portfolio, by investing in Charles Jeffrey Loverboy with the acquisition of the quota minority of the London-based label.
The investment is part of the strategy of Tomorrow, the showroom and brand accelerator, which helps grow emergent labels in the fashion market, contributing to the development of the products with a focus also on production and distribution.
Charles Jeffrey Loverboy is a fashion house founded by Scottish-born designer Charles Jeffrey celebrating the queer culture and mixing references both subcultural and traditional, Scottish and pagan, with an innovative approach to design and a hedonistic spirit. Charles Jeffrey, who studies Fashion Design at Central Saint Martins, won the British Emerging Talent prize at the 2017 Fashion Awards and he was an intern at the haute couture maison of Christian Dior in Paris.
“You feel the energy is there,” said Tomorrow Ceo Stefano Martinetto “We recognize thought leaders and polymaths who are creative directors and can create above and beyond a single brand.”
“I’m always striving for authenticity and everything that I do... I don’t think Loverboy needs to be this huge brand; I think it just needs to be something that is self-sufficient,” instead said the designer Charles Jeffrey.