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.
