This might be oversimplifying things a teeny-weeny bit, but we’re just a menswear clothing brand. We’re a company that started off making silk ties and then made the leap into swim shorts, shirts and all things summer-obsessed. But what makes that simple definition pretty misleading is that our journey to this point was anything but simple, and it all began when our impossibly-handsome Founder, Patrick, got a small dollop of bad news.
At the beginning of 2012, Patrick was plugging away at Year Number Thirteen of Corporate Life, working in some overly-lit, super-stuffy, and heavily air-conditioned building in the City of London. And then, just a matter of months later, at the end of 2012, our founder was made redundant... 48-hours before his wife was due to give birth... to twins. It was a piece of news that put a small spanner in the works, to say the least.
Of course, the answer to this conundrum was really simple: use those thirteen years of experience to apply for another corporate job. Bish-bash-bosh with a little bit of bingo. But that’s not what our founder did. Why? Because Patrick had a plan: to sell the most unpopular item of clothing he possibly could - the tie.
Needless to say, Patrick didn’t receive a Husband Of The Year Mug in 2012. Instead, he was told he was crazy on a bi-hourly basis. Sometimes more. Thankfully, Patrick didn’t listen. He was a man on a mission: to take this neck-adorning symbol of corporate grind and turn it into something people actually wanted to wear; something that would remind them of summer and the pockets of paradise outside their cubicles.
And that’s when our motif was born: Summertime - all the time.
The first cliched and “crazy dream” we had was to make city products that represented anything but the city; products that made every worn-down-wearer imagine a life away from the 8-7 office grind. We wanted our customers to imagine they were walking through the salt-whipped streets of some distinctly charming beach town, swinging in a palm-strung hammock as they read that novel they almost started last summer, shuffling their feet through the sand looking for more sea glass, enjoying al fresco dinners at their favourite beach restaurant, sitting around life-affirming beach bonfires, and taking selfies of their incredible beach hair - hair that had been licked by the elixir of salt, sun and warm winds. We wanted to give people a small moment of escapism in the hope it would Make Monday Mornings Great Again.
So that’s what we set out to do.
We started with luxury handmade ties traditionally printed onto the finest silk twill in Como and now we have products that range from button-down Oxfords to t-shirts and socks, all of them sharing the same aim: to be as smart as they are expressive. We wanted to make everyday clothing that reflects the good times you have outside your suit, while taking a little piece of it with you, and shorts so epic they are the second thing in your suitcase (passport first, Reef Knot swimmers next). We never thought this journey would be a huge success. We thought it would be like trying to touch the bottom of the Mariana Trench wearing just one flipper and a cracked snorkel.
Yet here we are.
Doing something different.
It doesn’t matter if you wear a tie everyday or twice a year, we create clothes that remind people you’re less formal at heart; clothing that celebrates the best parts of life; clothing that is as one-off as each coral reef. And we love it. We’ve seen our ties worn by (honourable) politicians and our shirts rocked by (questionable) popstars. We’ve made a pact to never compromise on quality, remained committed to always improving our products, and we’ve forever tried to seas the day by giving back to the ocean, partnering up with the oceanpositive charity that is the Blue Marine Foundation.
And with all that said and done, we would love nothing more than for you to clamber aboard and join us on our sun-soaked adventure.
Come say hello to us at our City of London shop! We are located at:
London, EC3V 1LT.
Opening hours: 10am - 6pm Mon-Fri
(Oh, and don’t forget to check out our Beach Club for all the sunnspiration you can possibly soak-up - it’s the Reef Knots way of life.)