Love Brand, the only brand you need to pack this summer
From its signature swim shorts and relaxed linen to a new collection of Italian-made sunglasses, Love Brand has quietly mastered the holiday wardrobe.
- Words by: Harry Jarman
There is a particular art to dressing well on holiday. You want to look considered, but never overdressed. Clothes need to survive the heat, take you from beach to lunch and, ideally, require very little thought. This is where Love Brand comes into its own.
Love Brand has long been a familiar name when it comes to summer dressing, but what began with its distinctive swim shorts has evolved into a remarkably complete holiday wardrobe. From linen and relaxed tailoring to polos, lightweight layers and, now, Italian-made eyewear, it is increasingly possible to pack for an entire trip without looking much further.
The Staniel Swim Shorts remain the natural starting point. The fit is relaxed without being baggy and the length strikes that all-important middle ground. But it's the patterns that really set Love Brand apart.
The Elephant Palace Kerala Staniel Swim Shorts feature an intricate motif of elephants and Indian palaces, while the Mara Crossing Staniels offer another characteristically playful print. They're fun without becoming novelty, distinctive enough to stand out around the pool for all the right reasons. For something more understated, the classic Navy Blue Staniels will go with practically everything in your suitcase.
But perhaps the most interesting development this summer is Love Brand's move into eyewear. Its new Lightbourne sunglasses mark another step in the brand's evolution into a complete holiday lifestyle proposition. Handmade in Italy in the foothills of the Dolomites, the classic panto-style frames feature softly rounded lenses, a keyhole bridge and polarised Barberini optical glass.
Available in four colour combinations, they're timeless rather than overly fashionable, precisely what you want from a pair of sunglasses you'll hopefully still be wearing in five summers' time. A subtle gold elephant motif on the temple provides a nod to the conservation work that has been central to Love Brand since its beginning.
Back to the Love Brand clothing, the White Linen Shorts worn with the Pensacola Polo Shirt in Mint Green is about as straightforward as good holiday dressing gets. The White Linen Shirt, meanwhile, is the piece every man should pack: throw it over swim shorts during the day before wearing it with the Coconut Randall Linen Trousers for dinner.
For more personality, the Turtle Story Arawak Linen Shirt brings another of Love Brand's refined prints into the equation, while the Kerala Green Terry Polo has the sort of slightly nostalgic Riviera appeal that feels entirely appropriate beside a swimming pool.
Add the Deep Blue Galliot Cotton Shirt for smarter evenings and the Coconut Linen Long Sleeve Hoodie for cooler nights and you've essentially covered every eventuality.
That's ultimately what Love Brand does so well. Holiday dressing should be more relaxed. Fits can be easier, colours brighter and patterns bolder. But relaxed doesn't have to mean scruffy.
A couple of excellent swim shorts, some breathable linen, a polo, a lightweight layer and now a very good pair of sunglasses. One brand, one suitcase. You're pretty much done.
Happy holiday’s.
