2012-02-06 19:24:36 - The new swimwear global icon for men, boys and babies launched by Oliver Tomalin last year, will donate 5 per cent of its profits to the Elephant Family charity, which works to save the Asian elephant from extinction.

Love Brand & Co. is the brainchild of young London designer Oliver Tomalin. This new socially responsible lifestyle brand promises to take our waters by storm this summer. Set up only last year, the company plans to expand through a series of ready-to-wear products, each intrinsically dedicated to a relevant charity. The first, ‘Trunks for Trunks’ (swimming trunks for endangered Asian elephants) inspired and motivated by the plight of the Asian Elephant. Tomalin saw a great opportunity to help the Elephant Family in a credible and savvy way, by creating his superbly designed collection of state of the art men's swim.

This SS12 collection by Love Brand & Co. is already making a big splash in Selfridges, Oxford Street, London with

its popular classic cut (above the knee) loosely tailored for a stylish and comfortable fit in a wide selection of 8 icon block colours, 2 stripes and 7 limited edition prints. Each is available across 7 sizes (XXS-XXL) for the boys in the family. Offering cool swimwear with a conscience for men, boys and babies alike. Other international stockist examples include One & Only Le Saint Geran in Mauritius and Six Senses Soneva Fushi in Maldives.

Tomalins design is thoughtful with notable details including the silver alloy drawstring aglets in the shape of elephant tusks. The connecting element is even stained red to act as a symbol of past ivory pouching. The Love Brand & Co. engraved eyelets are also used both for sport water escapes on the back and on the front waistband for smooth running of the durable weave drawstring. The high performance fabric is extremely quick drying and is beautifully constructed with state-of-the-art craftsmanship.

For the care of the garment, they are presented in a reusable ‘ivory white’ drawstring pouch complete with the Love Brand & Co. logo which also borrows the elephant motif, using 2 elephants which come together to form a heart. The trunks are also luxuriously packaged in a white glossy, cylinder gift box, also a reusable container, encouraged to continue life as a change collection tin.

Love Brand & Co. wearers can feel good from both wearing excellent apparel and from contributing a donation to deserving cause. 5% of gross profit is donated to an associated charity. Its founder calls his concept ‘product/problem association’ and suggests a deeper cultural shift where consumers will start to consciously and sub-consciously associate the products to particular causes and charitable giving.

Love Brand & Co. is a British brand, based in London. The label adopts its national colours in the company’s branding. Tomalin hopes that Love Brand & Co. will be able to support Team GB in the coming Olympics in London.