London was founded by Stephane Reynolds in England on 1976. Influenced by Malcolm Maclaren, London embarked on the road of punk, and once became synonymous with music and clothing culture in 1980s. The London brand was labeled as rebellious from the beginning. London constantly challenges the traditional clothing industry with subversive ideas. Bold patterns, wide T-shirt tailoring and so on are all iconic features.

With its romantic and clean design features, it expresses brand attitude with bold creativity and unique personality, full of youthful name, big black background and full of "eagle" logo, reflecting its trend, decadence and rebellious color.