Love Brand & Co

Tucked down a residential Chelsea street just off the Fulham Road, Love Brand & Co’s airy first shop feels rather like stepping into a Mustique beach shack. With pale painted floorboards and up-cycled furniture,  including a Victorian post-office counter now painted a stylish off-white, its become an instant hit with local jet-setting residents who want to show off on the beach of St Barts (watch out Vilebrequin!). But it’s more than just a fancy swimming trunks label – designer and entrepreneur Oliver Tomalin established the brand two years ago with the noble and ambitious aim of helping protect elephants across Africa and Asia. Five per cent of sales go directly to three elephant charities; Elephant Family, The David Sheldrick Wildlife Trust and Tusk Trust. Tomalin has done a brilliant job at creating a desirable, covetable product – it’s already stocked in 22 countries.The luxury printed swimming trunks arrive in 30 collectable shades and prints, 12 of which are limited edition each seasons. While there’s no denying it’s pricey – men’s trunks start at £69 for a plain print pair while boys are from £49 – the quality and cut is as good as it gets – each pair is made from a special super light-weight Japanese nylon which dries super-quick so there’s no hanging around in damp trunks. Love Brand & Co have recently introduced a range of simple polo shirts and perfect organic cotton T-shirts, from £49. A worthy investment for any beach-bum’s wardrobe.