LIFE IS TOO SHORT TO GO UNNOTICED...
From Monaco to Mykonos, beach life lounging and pool side posing gets a stylish new twist this month as quintessentially British brand, Pratt London, launches with lashings of luxury, cheeky prints and the ultimate in hedonistic style – for men who know that life’s too short to go unnoticed.
From sun up to sun down, the debut Pratt London collection redefines luxury with a redesigned swim short and a unique detachable mesh lining designed to take the wearer from cabana to club with one quick zip. Inspired by champagne showers, beach parties till dawn and cocktails set down to a techno beat, the covetable SS18 range draws inspiration from contemporary pop art and artists like Andy Warhol.
The result is a collection of vibrant shorts offering the perfect beach accessory to the modern hedonist – with bright pops of colour and two classic styles; relaxed and tailored. True to its jet-setting roots, Pratt London flew around the world searching for the finest materials to craft its covetable collection of cheeky, quirky, colourful prints. The answer lay in Portugal and one of the oldest textile artisans in Europe, crafting sublime materials since 1939.
The result is a special blend of soft, luxurious, quick-drying fabric, created exclusively for Pratt London. From there, to the innate style and elegance of Italy, and custom trims created by one of the finest suppliers in the country.
Pratik Sheth, Creative Director said, “From custom fabric to custom trims, Pratt London truly raises the bar in luxury. More than a product, we’ve set out to create a lifestyle and refine what luxe really means – to us that’s an exclusive fabric painstakingly designed by Europe’s finest, trims sourced from the epicentre of couture in Milan, a removable mesh that takes convenience to a whole new level and prints, cuts and details that evoke a five-star lifestyle, whatever the destination."
Sporty, stylish and classy, the Harry is a relaxed short designed for lazy days soaking up rays. Coupling comfort with style, the relaxed short has an elasticated waistband, with drawstrings and custom signature trims. Designed to be worn with a smile, wayfarers or aviators, the relaxed design is sun-drenched Vegas pool party meets five star resort – effortlessly cool in a multitude of pop art prints, great for tanning on the deck or chilling on the beach.
The William tailored short includes a unique detachable mesh – a feature exclusive to Pratt London. This ultra-luxe design elevates the piece, creating arguably the most versatile short in the world. This single element, pioneered by Pratt London, means the wearer can transform their swim short into a tailored short using a small zip on the inside which removes the inner mesh when not required. The perfect smart casual short for globe trotters, influencers and men of action, the William is a travel bag staple, versatile enough for snorkelling on the reef then watching the sun set with sea food and bottle service at the hottest club in town. It also boasts a fitted style, front snap button and zip.
With a nod to the sensitive modern man, all metal hard wear is nickel free and triple lacquer coated for meticulous appeal from one trip to the next. The stylish trim kicks it up a notch further, created from a completely custom mould. From Ibiza opening party to closing out the year south of the equator, there is a Pratt London print for every discerning traveller.
Cheeky, hedonistic, playful. Life’s too short to go unnoticed.
Shop the collection at www.prattlondon.com