Thanks to the London 2012 Olympics Britain finally has an abundance of home-grown role-models. Like gold medal winning boxer Luke Campbell. He's a top guy, having swapped his golden gloves for ice skates in Dancing On Ice, so it makes sense that he's become the face of a top brand.
Luke (the brand) have made Luke (the man) the exclusive face of their Spring Summer 13 campaign.
They're a great independent brand aimed squarely at the modern man - a gent, a working class hero and a bit of a rogue. Luke's collections are created for every social situation, from sitting at home to hitting the bars to sitting in the pub. Confused? To see more of Luke and Luke, go to the official website.
Photography: Adam Marlow