About Fly London

‘Always progressive, never conventional’

At FLY London the brief to designers is unusual in its absence of limitations. In fact there are none apart from “go where the inspiration takes you!’ There is no overbearing management style during the design process, no stifling meetings with corporate jingoistic language, instead there’s a joyful and instinctive creative period that translates itself to the product. There is no seasonal theme but an understanding by everyone involved of what FLY London stands for. This leads to a brilliantly varied range which is also cohesive in that it adheres to the Fly London ethos of 'always progressive never conventional.'

So where has inspiration taken FLY London this year? Loads of places! In the shoe lines FLY London consolidated its roots: Three unisex sports lines which whilst being different from the classics, are recognizably FLY in their humorous take on iconic vintage styles. Amongst others, there are also two new 'comfort quirky' lines - EIGHTY EIGHT and BULBO - to sit alongside YELLOW line. The current clog trend is represented in the range but not as you see it in the high street!

Regarding materials, the FLY London range is more varied than ever before, we are dip-dyeing shoes in the entire summer palette, we are making them from waxed canvas, printed toweling, soft canvas, and a new range of chunky leathers that don't need lining, as well as favorites from the past like RUG and MOUSSE... the result is daring, fun and unique looks. The range is bigger than ever before but completely varied and never repetitive.

Clothing moves into its second season after a successful start. The range is focused and sits with the shoes not in a scary 'matchy matchy' way but in handwriting. These are the clothes the FLY girl and man would wear. Predominantly made out from cotton jersey the pieces are cut to work much harder than the average T. Small subtle details abound and make you smile, cuts are bang on trend but easy to wear and there is many a wardrobe favorite to be found. Other features are oversize prints, slogan prints and gradient colour treatments.

The story does not end there. Spring Summer 2011 sees the Fly London expansion into accessories. FLY London always made handbags and this season with the new chunky unlined leathers it seemed only natural to move into leather accessories such as bracelets, purses, belts and necklaces. Oh yes.... and sunglasses too. There are unisex aviators and outsize coloured frames for girls with discreet but oh-so-cool branding on the side. They are at just the right level of 'different' - unique but not an overstatement.

We at FLY London have enjoyed going where the inspiration has taken us; we like the results and hope that you do too.

Don’t Walk, FLY!