Celebrity photographer, Ikon London Magazine founder and Editor in Chief Joe Alvarez was joined by fashionistas as he launched his debut collection in Thirst, Soho, London. 

Joe said: “Ikon London Apparel is a project I’ve been working on for a year or so. I love design and clothes, although I’m not a ‘trained’ designer. I have always been utterly dissatisfied with the majority of boring menswear. One hot summer I was looking for a black denim jacket. I didn’t want to wear a leather jacket or a suit as it was far too hot. I wanted something cooler yet smart looking. To my surprise, I was unable to find one anywhere, not in Levi’s, Amazon, eBay or any London store. In my utter frustration and annoyance, I had a rant to one of my friends during fashion week at a show about the lack of black denim jackets. One starting fashion designer overheard me and said she will make it for me.

The next day I emailed her everything I wanted to see in clothing but could never find in stores. The ideas were just materialising out of thin air – there were so many that we got carried away and designed a range for men and women.

So, so far so good. The first small steps have been taken. Lots more to come soon.”