Then and Now

Base London was founded in 1995 after we spotted a gap in the market ¬- branded formal footwear for the increasingly image conscious guy. Previously, consumers had the choice of own label or exclusive designer names with nothing in-between. The Base London brand launched at around the same time as lad's mags such as FHM hit the shelves for the first time. They provided the perfect platform to talk directly to our audience.

Base London rapidly earned a reputation for high quality, affordable footwear and remains market leader in this arena.

Blowing our trumpet a little louder ¬- we've proudly received public commendations for Base London in the form of numerous finalist nominations at the FHM Awards. We've actually gone on to win the award three times, more than any other fashion brand has achieved!

Product has always been key for us. We will always continue to produce stylish, top quality footwear. Added to this, with our marketing we like to push boundaries, provoke, amuse and engage our customers. These elements combined, provide retailers and consumers alike with a brand they can trust in and relate to and not just in the UK. Since having established itself as a brand leader in the UK, Base London is now a key player in many countries around the World.