Love Brand & Co., the British luxury swimwear brand, for men boys and babies, following the “Bisociation” concept, adopting the term coined for the conceptual blending of elements drawn from two previously unrelated mediums, has joined Elephant Family, the UK’s biggest funder for the endangered Asian elephant, with the idea of helping to stop the animals from the extinction.
Massive habitat loss has caused Asian elephant numbers to plummet by 90% in the past 100 years, earning them an unwanted place on the IUCN (International Union for Conservation of Nature) red list.
The charity partner Elephant Family, founded by Mark Shand, brother of The Duchess of Cornwall, exists to save this iconic animal from extinction in the wild, along with tigers, orangutans and all the other animals who share their habitat. Working with local people and partner NGO’s, Elephant Family fund x 12 projects across Asia and invest where the charity is needed most: to protect habitat, prevent conflict and reconnect the forest homes of the endangered Asian elephant.
It is the ethos of Love Brand & Co. to emphasise the idea of associate a product to a problem or cause.
Oliver Tomalin, Creative Director, says that “If people can see a product and then immediately associate it with a problem, we will be constantly aware of the problem and will want to resolve it”.
“Trunks for Trunks”, the debut collection by Love Brand & Co., the new global icon in swimwear, is state-of-the-art men’s and boy’ swimming trunks for the fashion conscious swimmer.
There is a variety of 15 fun and imaginative colourways, which are a combination of bold graphics and vintage prints as well as classic nautical stripes, exotic fruits, and washed block colours, perfect for a man with an adventurous spirit that looks for elegance and comfort at the same time. The new collection has a stylish European cut (above the knee) and is loosely tailored for a relaxed and comfortable fit. They are made from state-of-the-art quick dry fabric and sport engraved water escape eyelets, with alloy tusk shaped drawstring aglets! The connecting part is red, to symbolise and to act as a reminder of the blood that is split with elephant poaching.
That is not forgetting the “Trunks for Trunks” concept, swimming trunks for endangered elephants! Where consumers of the Love Brand & Co. products will be safe in the knowledge that they have contributed to charity, as a donation of 5% of Love Brand’s gross profits goes to Elephant Family.