Fox & Crop heralded the arrival of British Summer Time on Monday evening with the media launch of its 2015 Spring/Summer collection at The Exchange, Leicester.
City stars Matty James, Andy King and Dean Hammond were among the guests in attendance, as Leicester’s fastest-growing fashion brand revealed its latest ranges for men and women at the trendy Rutland Street venue.
Cameras and reporters from the worlds of football and fashion were out in force to talk to some of the brand’s influencers and ambassadors, while some of Fox & Crop’s VIP customers were given the opportunity to mix with players and staff from the Club as well as some of the brand’s collaborative partners.
A superbly attended launch was the latest indication of the giant strides Fox & Crop has taken since its launch in 2013 and highlights the widespread interest the brand has generated in less than two years since its inception.
Brand creator Matt Payne said: “You can see how far Fox & Crop has come from the interest tonight has generated and we’re less than two years into the project.
“I’ve been excited about SS15 since the moment we started developing the range, but to see it looking so sharp on our models and staff tonight has really lifted it for me. I really think people are going to love it.
“A big thanks to the management and staff at The Exchange in Leicester. As soon as we saw it, we knew it was the perfect setting and they’ve been first class from planning right through to delivery.”
City midfielder James, a model for all four Fox & Crop collections, has become one of the faces of the brand in the last two years and said he was proud to have played a part in its development.
“I’ve really enjoyed it,” he said. “When it started a couple of years ago the shoots were a bit of fun for a few of the lads. I don’t think any of us thought it would take off in the way it has, as quickly as it has.
“Every time I’ve been invited back for a shoot I’ve been really impressed with the products. The quality is always high and the direction they’re taking it in is clearly going down well with people. I’m sure the latest collection will be really successful.”
2014 Miss Leicestershire Holly Desai was responsible for bringing the women’s collection to life when she joined Matty for the SS15 promotion shoot in Portugal recently.
Holly said: “This is the first Fox & Crop collection I’ve been involved with so I came into the project not really knowing what to expect, but I’m so glad I’ve been a part of it. It’s a brand that knows exactly where it’s going, driven by a team that really believe in its potential.
“It’s something Leicestershire can buy into and be really proud of.”