Fleet London came into being when our founder, for many years a finance guy, couldn’t source sensibly priced casual shirts made from quality lighter cotton and with pockets, and when his favourite brand of classic cut boxers suddenly evolved into a wider-legged loose-fitting form.
Why Fleet London? Fleet is a synonym for quick, and the company is based in Soho W1, close to the now almost completely built over Fleet river, which flows from the ponds of Hampstead and Highgate under Fleet St and into the Thames at Blackfriars.
We have adopted the noble atlantic salmon ( salmo salar ) for our logo, a fish that has started to re-appear in the Thames in the last few years for the first time since the 1830s, a clear signifier of the cleaning and rebirth of London’s river system.
Fleet London has two principal aims:
To create a range of smart casual shirts for the office or for leisure, with the practicality of a breast pocket, the neatness of a button collar and the refinement of a light and smooth quality cotton material.
To provide a slim cut alternative to the bagginess evident in so many traditional boxer shorts today.
Our cotton is responsibly and sustainably sourced and is Better Cotton Initiative and Oekotex compliant. All of our shirts are made of 100% cotton poplin rather than the heavier oxford or chambray and our boxer shorts are 96% premium cotton and 4% elastane for a slimmer, sharper cut with the comfort and freedom of the boxer over the brief. Our shirts and boxers are designed in Soho and made in Portugal. We do not use any plastic in our packaging.