s Martyn travelled around the world reviewing the best retail platforms and brand concepts he was constantly bombarded with new product ideas, underground retail ventures, guerrilla brands that come out of nowhere and others that vanish before they have even been exposed to the world.

He could have sat for days and months dreaming up clever plays on words and developing long winded stories about the purity of the label and his deep held and long entrenched desire to be respected as a true design talent. Instead he came up with the name on a flight between JFK and Heathrow.

The concept of the brand was fresh and immediate street fashion. Inspiration came from the streets of the fashion centres of the world with two of them being New York and London, cities that Martyn visits constantly, he even maintains an office in the Big Apple itself. Abbreviating those cites, as many others have done before, this became Nylon !

The other aspect of the brand was that it had to be affordable to both the retailer and the consumer. Even though it would be sold through some of the best retailers in the UK at it’s launch it would be at competitive prices. How much ? Sick Squid….!!! A tongue in cheek reference to an old, old joke about an octopus with a bad tentacle……

Hence the name was formed. London, New York, the best in street fashion at great value. Nylon Squid.