Midlands-based casualwear brand Luke has teamed up with Birmingham Michelin starred restaurant Simpsons to create its front of house uniform.
The unique collaboration sees the world of fashion and food come together, and it coincides with Simpsons celebrating 25 years as one of the Midlands’ most respected restaurants.
Simpsons’ chef director and gastronomic powerhouse, Luke Tipping, was already a fan of the Luke brand, and the coming together follows his introduction to Luke Roper, the founder and creative director of the Luke brand.
Luke Roper says: “It’s been fantastic getting to know Luke as we have so much in common. Our professional roles are very different but have so much synergy from sourcing quality materials/ingredients, getting the detail and execution spot on, to changing our offer seasonally. They virtually mirror each other.”
Tipping first came across the label when he purchased a shirt several years ago and began to use the brand’s lion logo as his Twitter icon. He was later introduced to the man behind the brand and the relationship developed.
Simpsons, located at 20 Highfield Rd, Edgbaston, Birmingham, is a Midlands institution and has been creating quality dishes for the past 25 years. It offers an unrivalled dining experience with superb service and attention to detail, something that Roper believes echoes his ethos in the Luke fashion business.
The collaboration helps to reinforce the brand’s Midlands roots and grow its audience with the internationally recognised Simpsons name in the culinary world. Being aligned with a globally renowned restaurant is seen as good exposure and alignment for the Luke brand. Luke Roper will also get to try his hand in the kitchen as they are looking to do a job swap with Luke Tipping in the brand’s design office.
Luke Tipping says of the partnership: “Chefs like me spend so much time in our whites in the kitchen that we like to pay extra attention to what we wear in our free time. It was the Luke1977 logo that first caught my eye, but I was also impressed by the small details that show how much care was taken in making the garments.
“Being a keen golfer, I spend my spare time in casual shirts, polo shirts, chinos and jeans so there is plenty in the range that I like to wear. I’m sure that the Simpsons front of house staff will look and feel great in their new uniform.”