FINDING TENSION BETWEEN THE PAST AND THE FUTURE. How heritage can and must re-connect with today. Brooks England is exemplary in the world of cycling, making naturally timeless leather saddles since 1866, but over time, the emotional essence of the brand had been lost. A narrow focus on function resulted in a disconnect between the experience of their products and the people who use them. We wanted to change this. And the result is a brand that is inspired by its past and is constantly able to explore.

As Creative Director, Alistair Webb explains, “our benefit as relative outsiders is the ability to see the brand’s strengths or missed opportunities with fresh eyes. Resurfacing overlooked and even forgotten icons, translating what have been seen as the everyday or ordinary details into bold icons for a new generation, faithfully tied to the origins of the brand.”