SWAY London is a new brand born from the ashes of Lockdown with the aim of becoming an internationally recognised, luxury lifestyle streetwear clothing and accessories brand. A distinctive casual to smart causal collection that is alluring, embodying the feminine and masculine with elements of sport. Brainchild of founder Mark Winter who, together with his business partners Terence Burrows and Pino Grillo, have more than 50 years’ experience working with major brands and events. SWAY London offers a fresh, new, high-end look to streetwear, fusing quality and luxury to create stylish pieces. Each piece is designed by Mark with the aim to create a collection that is as close to being 100% sustainable as possible and offering a great quality feel through premium fabrics such as organic cotton. The brand’s debut collection, launching with SS21, encompasses a large range of stylish pieces. Embedded into the SWAY London brand is the Phoenix, a mythical creature that is born from its own ashes, creating a recognisable symbol and iconic looks, which also reflects on how the brand was created; through the ashes of the first national lockdown.

In this episode of the MenswearStyle Podcast we interview Mark Winter, Founder of SWAY London about the story of the brand which was thought up and launched during lockdown. Mark decided to put his spare time towards a passion, and set out to build his own streetwear brand with a story behind it. Our host Peter Brooker and Mark also talk about the meaning behind the phoenix symbol, the challenges of building a business through both the pandemic and Brexit, and why they launched with a pre-order model.

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