A Day in My Vingt Quatre

A Day in My Vingt Quatre

There's a line I keep coming back to when people ask me about the brand. Our jeans perform the same from morning until night.

I say it because it's true. But I also say it because that's the day I'm living.

It starts with choosing what pair of Vingt Quatre’s I want to wear on the day, which is often influenced by my mood and what I’m going to be doing. 

Today I'm wear-testing new developments from the next collection. They made in our HARDY Straight fit, in a vintage inspired wash and heavier weighted denim. 

First stop is Selfridges. We've had our collection there for a little while now, and it never quite stops feeling surreal walking past the windows on Oxford Street and knowing Vingt Quatre can be bought inside. 

I spent years on the other side of the table in the buying team at Selfridges, so being on this side of it is something I don't take for granted. I'll usually grab fifteen minutes with the team, walk the concession, see what's selling, see what's moving slowly. Anybody in retail knows that the shop floor tells you the truth quicker than any spreadsheet.

Back to the office for the morning call with Istanbul.

A slight time difference, so we keep it tight. Production schedules. Fabric approvals. A new style that isn't quite landing where we want it to - we don’t stop, we always persevere. The team in Turkey have been with us from the start, and the rhythm we've built means most dilemmas are solved in twenty minutes. A few years ago that conversation would have taken three days of back-and-forth emails. Trust is key.

Afternoon is the showroom in Shoreditch. Partners, suppliers, a stylist popping in to pull pieces for a shoot, someone from a publication whose eye we caught. I love showroom days. People in and out, ideas flying, the brand feels alive in these rooms. A wash I'd been on the fence about all week makes sense the moment I see someone holding it up to the light.

This is also where I tend to change. A pair of Craig Tapers in Washed Black usually finds its way on for the evening. Slightly sharper, easier with a jacket.

By the time I'm back through the door at home, it's bathtime and movie night with the kids. The bit of the day where I get to be a father, not a founder. I try to leave the phone in another room. It doesn't always work. But when it does, it's the most special time  of the day and start to the weekend.

Timeless design. You can find it anywhere you look. In product. In washes. In the design of a good pub, in beer, in whiskey. In the way a child reads a book aloud, slowly, on purpose. In the time people take, and the details they obsess over, when they care.

All of these themes have inspired me. And all of them are what I've poured into Vingt Quatre. Explore our full collection today. 

Ben