Ok so yes it’s most definitely chilly and with the snow and sleet on the way. In fact in just over a week it’s actually Christmas! Like proper Christmas, not the overly protracted run up that feels like it starts just days after Easter these days. I can only imagine what it must be like to be a parent with overly hyped up children. Yes the magic of Christmas is beautiful in their eyes, the joy, the excitement, the conflicting hope and fear that they’ve been good enough to get presents from Santa, it’s without a doubt a sight to behold. You know why? Because I only have to see briefly when I visit friends and family that have taken the plunge into parenthood. Dealing with that level of anticipation on a daily basis for nine or ten weeks must be enough to act as a contraceptive all of it’s own. But that’s by the by, as I say it’s winter and perhaps a slightly surprising time to be launching a swimwear line. But not for the folks at Love Brand & Co. 

Launching in the very beautiful Hempel Hotel in West London, to a crowd of famous faces young and old, from Nicky Haslam to ‘Made in Chelsea’ favourites Spencer Matthews and Hugo Taylor, the brand saw a great start to its campaign. The night sponsored in part by Tattinger, was most certainly a success and raised £13,000 for The Elephant Family. Like several other ethical and eco-focused labels Love Brand & Co, look to give back a portion of their profits to charity (5%). This is a growing trend and I definitely welcome it. Especially if done in as transparent and clear way as Love Brand appear to be. Launching with ‘Trunks for Trunks’ the company plans to expand with new ranges in 2012, each range will have a distinct and different charity linked to it. 

Efforts like this need to be praised as often they aren’t clear in what they set out to achieve or the level of donation is pitiful. The fashion buying public wont just buy anything, and regardless of the cause if the product is wrong no one is going to be buying. Luckily Love Brand have managed to get this spot on, with 15 trunks for both men and boys now available online and in Selfridges.

I’ll admit I’m more of the smarter Orlebar Brown or Aussiebum wearing man, but I know these will be a massive hit. Especially amongst Villebrequin fans. The colours were bright, the prints imaginative and witty. The finishing touches were also full of wit and charm. Priced at £128, they are expensive without being prohibitive especially as they are pitching in at the Villebrequin end of the swimwear market. 

So if you’re lucky enough to be running screaming from the impending doom of January’s weather (I think December has so far lulled us into a false sense of security and worse is yet to come), I would definitely recommend these.