Charles Jeffrey Loverboy

Founded in London in 2015 by Scottish designer Charles Jeffrey, LOVERBOY emerged from the city’s underground club scene with a distinctly rebellious vision of fashion. What began as a creative community and party became one of London’s most recognisable independent labels, celebrated for its collision of punk, romance, theatricality and fearless self-expression. Exaggerated proportions, playful graphics, vivid colour and subversive detailing define the LOVERBOY universe. Tailoring is twisted, knitwear becomes sculptural and familiar wardrobe codes are transformed with a mischievous edge. Each piece carries the energy of the club, the eccentricity of performance and an unmistakable refusal to dress by convention. Discover Charles Jeffrey LOVERBOY at Monarch Avenue, where London attitude meets theatrical design, irreverent glamour and unapologetic individuality.