Wear and care: Love Brand & Co trunks

The modern male, or “new man” if we must, is a man of both style and substance: he cares about what he wears and also about the bigger picture, the world at large.

Enter Love Brand & Co, a luxury line of British swimwear for men and boys, who are bucking one of our favourite trends at The Upcoming: the trend for ethical and eco-conscious fashion with an environmentally friendly message. The swimwear company whose slogan is “Life blended better” has a simple modus operandi: with every purchase you support a cause, in this case is the cleverly titled Trunks for Trunks. The current line is merely the starting point for Love Brand who plan on expanding their range in the near future with dedicated collections that will encompass a variety of causes.

The Men’s Swim Collection by Love Brand & Co supports the charity Elephant Family, which aims to help save the Asian elephant from extinction in the wild. 5% of the brand’s profits from the sale of every pair of Trunks for Trunks branded swimwear go to benefit the charity, giving the buyer the satisfaction of giving back whilst also making a very stylish addition to his summer wardrobe.

Each pair of the stylish and highly masculine trunks is packaged in a reusable tube and comes with a drawstring travel bag perfect for transporting wet trunks. Design features include a relaxed tailored fit, cut above the knee, and are made from ultra-quick drying fabric, drawstring with alloy tusks, Velcro back pocket, open side pockets and a net lining. Each pair has the Trunks for Trunks elephant logo on the waistband and styles are available in colour block, stripes and a variety of prints.

So often do brands undertake such a mission, however it is rare that they manage to get it just right. Love Brand & Co have hit the nail on the head creating a highly wearable collection of swimwear combined with an effortless marketing campaign featuring real men in their trunks that conveys an aspirational message of what it is to be a real man, and of course all combined with supporting a great cause.

Prices start at £68 for boys and £118 for men. Pricey yes, but with a portion of profits going to such a worthy charity, who’s complaining?

 Ian Michael Turner

Love Brand & Co swim trunks are available to buy from Selfridges and online here.