Founded in 2010 by Oliver Tomalin and his wife Rose, Love Brand & Co has always worn its heart on its sleeve. Well, on its waistband at least – the distinctive logo features two elephants creating a heart shape with their trunks, a nod to the Tomalin’s desire to create something rooted in the natural world (and the genesis of Trunks for Trunks: swimwear that plays its part in saving elephants).
We spoke to Oliver after the brand’s recent B Corporation certification to hear more about its focus on conservation, how inspiration comes from far and wide, and what to expect from upcoming collections.
What led you to creating Love Brand & Co, and did you face any challenges along the way?
I feel like my whole life led me to Love Brand. I’ve lived all over the world, have always been creative, and caught the business bug from an early age.
I really wanted to start something that combined all of my passions in one: design, travel and the natural world. The result was a beachwear brand with an ethos centred around helping wildlife. I was motivated by the Elephant Parade in London in 2010: learning that wild elephants could be extinct in my lifetime really struck a chord.
I felt like there was a gap in the market for a new luxury swimwear brand with a greater purpose and mission. The challenges are never ending – but we thrive on them, by staying true to our founding values.
Describe Love Brand & Co in five words
Travel, sunshine, joy, family. Oh, and love.
You spend a lot of time in the Bahamas and the UK. What’s the best thing about both places?
The Bahamas is all about the water. We love the outer islands like Exuma or Eleuthera. I’d recommend staying at Bahama House and drinking in the amazing light, which has inspired so many of our colours. In the UK, I love London but the best thing is the countryside. I love the outdoors and walking our dogs. Thyme hotel in the Cotswolds in hard to beat.
What about the brand makes you most proud?
Our values. We have been giving back to endangered wildlife and connecting people with conservation projects and our charity partners since day one. We are proud to be a certified B Corp and a member of one per cent for the planet. We tell stories of nature and wildlife – everything from posidonia sea grass to seals – and ensure people are more aware of what they need to protect.
Is there a hotel that best embodies or resonates with Love Brand & Co?
The Brando. I’m designing an exclusive capsule for them at the moment, bringing local wildlife stories of green sea turtles and frigate birds in French Polynesia to life. What is really unique is the way we use the power of print to tell stories, and connect discerning travellers with remarkable charities. Using our beautiful product as a vehicle for wider messages.
How do your travels inform your designs?
Travel opens the mind. Something happens creatively when I am travelling or on the move and especially when discovering new places. I start sketching and writing and the ideas flow.
How important is the branding to you?
I am very attached to our branding. Firstly because I designed our logo of elephants forming a heart shape with my wife on a restaurant napkin during our first date. Secondly, because I remember a buyer saying men would not wear a brand with ‘love’ and hearts in the logo. This only made me more determined to prove them wrong.
What’s your favourite item?
Our swim shorts. They are our original product and still our bestseller. My favourite print is ‘Elephant Palace’ an elephant print with the illusion of Indian palaces. It encapsulates the style of my prints, from afar they are subtle and sophisticated patterns but on closer inspection there is a story to be discovered, often with a conservation and charity mission attached.
Where did you learn the most about yourselves and the company: is there a particular trip that inspired you both?
My most special memories are travelling with Rose in The Bahamas, India and Kenya. But a lot of our company inspiration came from trips to the States. We have spent quite a bit of time in California taking inspiration from brands, hotels and concept stores in LA.
We love properties like Hotel Joaquin outside LA or the Surfrider in Malibu and Parker in Palm Springs. Equally in Florida we love Colony Club in Palm Beach and the Standard Miami. But we learnt the most about ourselves and the company oddly during lockdown. Instead of shrinking away and giving up, this was when we really started thinking smart.
So, what’s next?
Alongside furthering our conservation projects we are launching a range of embroidered limited-edition swim shorts, each with 20 intricate hand placed embroidered motifs. Imagine corals, elephants, lion fish, jelly fish and more.
And where’s next for a much-deserved break?
Puglia. I think I might love pasta more than I love beaches. Which says a lot.
The full Love Brand & Co collection is available online, at Harrods, and in their three West London stores