Tomorrow Ltd has taken a “signficant stake” in the Charles Jeffrey LOVERBOY label and plans to take the label, known for its celebration of gender-queer youth culture, to a wider global audience.
The partnership will see Tomorrow work with the label, founded by Glaswegian designer Charles Jeffrey, across all aspects of its development and business, while also acting as its global licensing partner. It also plans to “democratise” the brand through more accessible pricing.
London-based agency Tomorrow specialises in helping fashion brands grow and often takes strategic investments. This latest deal follows on from it taking stakes in A-COLD-WALL and stylist Lucinda Chambers’ Colville label.
Tomorrow CEO and co-founder Stefano Martinetto said of the deal: “We are incredibly excited to be announcing our partnership with Charles Jeffrey and his team, and to work with them all to continue and extend the community and messages that are central to the LOVERBOY ethos.
“We have huge respect for Charles as a polymath of creativity and can clearly visualise how this partnership will catalyse the development of the brand, drive growth for both LOVERBOY and Tomorrow, as well as to further build the LOVERBOY movement.”
Central Saint Martins graduate Jeffrey added: “I started my business in my bedroom 6 years ago as queer club night to allow a space for people to expand their minds. Since then I have worked so hard with my team to get it to the brand it is now. I am so proud of what LOVERBOY stands for and the community that orbits it, by investing in the label, Tomorrow enables LOVERBOY to expand its mission and continue its story, to emphasise the collective and collaborative approaches that have been so crucial to its development, to move from a lone star to a constellation.”