Company Profile

Style And Substance

Then & Now

Far & Wide

Man & Boy

Looking good and loving life, an ethos well observed by Base London. Nights out are spent in late night bars and nights in, when without a girl, means mates, beer, a game or two of poker and a few games on the console. He lives and breathes sport - especially football - although anything involving his national team will do.

His bathroom cabinet, brimming with male grooming products reveals his vain side.

Secretly he keeps up with celebrity news by delving into the gossip mags, but his public reading material consists of FHM and his aspirations lie amongst the pages of Men's Health or similar.

Climbing the career ladder and settling down is something to worry about in the future, not now. He works to live, not vice-versa. He is non-conformist in that he's a little mischievous and likes to bend the rules.

He knows what he wants and isn't afraid to take a risk, albeit a small one. Approval from his mates is still important, so having faith in a brand is essential - no matter what he buys from them he knows he'll be accepted.

Smart & Casual

Bold & Brash