HOW OLIVER TOMALIN FROM LOVE BRAND & Co. IS REDEFINING LUXURY WITH PURPOSE
From architecture student to eco-conscious designer, Oliver Tomalin’s journey is anything but ordinary. As Co-Founder and Creative Director of LOVE BRAND & Co., Tomalin has built more than a menswear label—he’s created a lifestyle rooted in timeless design, ethical values, and environmental stewardship.
LOVE BRAND & Co began as a whimsical idea at a London elephant exhibition and has evolved into a global resort brand that fuses effortless island elegance with a powerful conservation mission. Fourteen years on, Oliver Tomalin’s vision continues to prove that luxury and sustainability not only coexist—they elevate one another.
You started out studying architecture and selling espadrilles on Portobello Road—what pulled you away from architecture and into fashion and conservation?
While studying Architectural Design at Edinburgh, I dreamt of becoming a modern-day Oliver Messel, designing tropical homes. After completing the first part of my degree, I paused architecture to start a business importing espadrilles and selling them in the UK. The venture later grew into LOVE BRAND & Co. — a menswear brand inspired by travel, timeless style, and a commitment to conservation.
Do you remember the exact moment at that elephant exhibition in London when the idea for “Trunks for Trunks” clicked? What emotions did it spark in you?
Looking back, all roads led me to LOVE BRAND.
It brought together my creative and entrepreneurial journey, meeting my wife Rose, discovering the Bahamas, our love of travel, and a deep appreciation for nature and wildlife. The idea sparked during the Elephant Parade in London—an outdoor exhibit of painted elephant sculptures. I’ve always loved elephants, and the timing was perfect. I had been planning a new swimwear brand, and that’s when it all clicked: “Trunks for Trunks”—swim shorts to help save endangered elephants. That same year, Rose and I designed our logo—two elephants forming a heart— and after an inspiring trip to India and the Bahamas, the brand was born.
Many brands are born out of a business plan; LOVE BRAND & Co feels born out of passion. How do you balance the heart and the hustle of entrepreneurship?
If I had to do it all again, I’d spend more time on planning—but not too much. Overplanning can paralyze you, and the truth is, you’ll never have all the answers before you start. Launching a brand from scratch is full of risks and unknowns. For me, it was about diving in headfirst and figuring it out as we went. That’s where the real learning happened.
From day one, you pledged 1% of revenue—not just profit—to conservation. Why was it important to set the bar that high?
We actually started by giving 5% of our revenue to charity from day one — not to look good, but to make a real difference. While 5% wasn’t viable long-term and we later joined 1% for the Planet, a global movement of businesses giving 1% of revenue to environmental causes. If every company did the same, imagine the impact.
What does being a B-Corp mean to you personally, beyond the certification?
Operating any business is a journey. We certainly didn’t start out with all the answers—far from it—and we’re continually striving to improve. For me, B Corp has been an invaluable tool in guiding that journey. Its framework encourages thoughtful consideration across every aspect of the business and provides a clear roadmap for building a better business.
Conservation is at the heart of LOVE BRAND & Co—how do you measure the impact of the initiatives you support?
Giving back to endangered wildlife is at the heart of LOVE BRAND & Co. Visiting conservation projects and speaking with our charity partners helps us understand the real impact of our support. This year, we sent team members to a seagrass project in Devon to see the difference firsthand.
Your prints have been described as “non-print-prints.” How do you capture wildlife and nature in such a subtle yet powerful way?
Nearly 170,000 species are on the IUCN Red List today—facing the potential risk of extinction. At LOVE BRAND & Co., we give voice to endangered species and vital conservation projects. Our prints reflect this mission: elegant geometric designs where wildlife motifs are subtly hidden, echoing how these animals are almost lost in the wild. This interplay invites curiosity and conversation, creating a deeper connection between our customers and nature.
The Bahamas play a central role in your brand’s heritage. What do the islands mean to you, and how do they continue to inspire your collections?
The Bahamas is more than the first shark sanctuary in the Atlantic—it’s Rose and my personal sanctuary. It’s our favorite place to relax, digitally detox, and recharge. The islands feel like a natural home to us. Our brand was born there, inspired by trips to Lyford Cay and The Exumas. The wilderness, pastel colors, stripes, shells, palms, corals, fish, and turtles shape our aesthetic. A new print, ‘Shark Island’ in collaboration with SJ Villas, tells the story of the Bahamas shark sanctuary and the oceanic whitetip.
How do you balance timeless style with the need to innovate each season?
I only want to create things that are made to last, both in terms of quality and timeless style. The innovation comes in through introducing more products to the mix and also fine tuning and evolving our products through innovations with materials and manufacturing.
Beyond materials like organic cotton, hemp, and linen, what’s the next frontier for sustainable fashion in your eyes?
I’m passionate about natural fabrics and committed to building our brand sustainably. There’s a growing interest in 100% natural textiles in sportswear, valued for their genuine energy and authenticity. While a practical use of natural fibers for swimwear are still to emerge. We currently use recycled textiles and avoid virgin synthetics. Our focus is on evolving products through responsible materials and manufacturing, creating quality and timeless style that lasts.
Fashion often gets criticized for greenwashing. How do you ensure authenticity in your sustainability practices?
From day one, our brand has been built on a clear mission and strong values. Certifications like B-Corp and 1% for the Planet reflect our commitment to sustainability and responsibility. Above all, we prioritize transparency—proudly sharing with our customers how our products are made, what causes we support, and where we see room for growth.
LOVE BRAND & Co is found in some of the world’s most exclusive destinations—Necker Island, Sandy Lane, Belmond, One & Only. What do these partnerships mean for your brand story?
Our products are designed for island life, and we take pride in collaborating with private islands, resorts, and beach clubs. These partnerships allow guests to experience our designs on-site while supporting local communities and conservation efforts. For example, in Marbella, we’ve partnered with Marbella Club to support their seahorse repopulation initiative. We’ve launched exclusive seahorse prints available only at Marbella Club’s boutique, engaging guests and amplifying awareness and fundraising through their kids’ club seahorse tanks.
Do you see LOVE BRAND & Co as a resort brand, or is it becoming something broader?
LOVE BRAND & Co. belongs on the beach. We’re experts in resort lifestyle—everything beach, water, and sunshine. That said, wherever there’s water and wildlife, we can go there too. This year, we’re excited to collaborate with Wilderness Safaris on an exclusive swim trunk inspired by “The Watering Hole,” where elephants and their friends gather.
After 14 years, how has your definition of success evolved
I would have said success is about market share or sales. Now I firmly believe in quality over quantity and my measure of success is how happy you are. True success follows people who love what they do.
Do you think purpose-led brands are the future of fashion, or will they remain a niche?
The future of luxury belongs to brands with purpose. We have to protect what we love and what sustains our business. For a beachwear brand like us, that means actively preserving the beautiful beaches and places our customers cherish and the wildlife that keep these places wild, healthy and beautiful. It’s all connected.
If your children one day take over the business, what’s the one lesson you’d want them to keep at the core?
Do what you love. If you don’t you won’t be any good at it.
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