The brand is dedicated to the grit and character of the residents of Brook Street, Sussex, UK.

“Brook Street” extends westward from Hanover Square to the north-eastern corner of Grosvenor Square. Beneath South Molton Lane and Avery Row flows the Tyburn Brook, from which Brook Street takes its name.

The street has a unique history, it has housed personalities who have created their own standing in life who have inspired others around them and added character to the residents of the street. The most famous of them would be Jimi Hendrix, Guitarist and songwriter, who found inspiration for his songs from his lodgings where he stayed briefly.

Brooks of London: The identity for “Brooks of London” came from Tyburn brook – where the creative team often took walks to find inspiration. Refreshing, soothing and calming, a line for the creative soul”-  truly a youth denim!

“Evolution” is a new age denim product which ages really well. You don’t need to wash it… You put it in the freezer of your refrigerator! This story of something that ages well was was portrayed using two parallel stories – the history of the United Kingdom and evolutionary biology.

The Union Flag, or Union Jack, is the national flag of the United Kingdom. It is so called because it combines the crosses of the three countries united under one Sovereign – the kingdoms of England and Wales, of Scotland and of Ireland

This coming together of England, Scotland and Ireland to form Great Britain is one type of an ‘additive’ evolution.  A parallel was also drawn to evolutionary biology tracing how human beings have evolved by referencing English naturalist, geologist and biologist, Charles Robert Darwin.

Authentic – This line exudes the ‘real’ character of the street. It is made for Self achievers, who like to create their own path. The imagery takes the denim back to the physical location of where the brand was born in Sussex, UK.

The Brook Street flagship store off Carters Road, Bandra West, Mumbai

Club 609: After a night out, you head home…. But it’s too early to sleep. Energetic, full of life, a line of club denims for passionate social animals.

When the clock strikes 12, the day officially ends, or maybe the sound of the twelve chimes heard across the city of London are really dramatic. Either way, things will happen When The Clock Strikes Twelve!

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