It was the summer of 2008. Big 'stuff' was happening in the world. Financial armaggeddon was much closer than looming - we were in it! The wonderful film, 'The Big Short' can fill you in on that and with much greater clarity than I ever could on here. But outside those cataclysmic events, and of course, the more personal ones of job security, paying the mortgage, putting food on the table for my family etc, I was both stumped and furious that there appeared to be nowhere that I could replace my favourite cricket flannels! The internet was not what it is today, but even after extensive research (much of it visiting shops in person) nowhere could I locate a good quality pair of flannels - the staple of our summer game. Cricket trousers could be bought for £20 in every high street sports emporium but they were revolting. Polyester - 100% - no hems, elasticated, tie waist and if you rubbed your hands on them, not only did your hair stand up, but there'd be a 'crack' and a gentle electric shock. Not for me.
And it wasn't just cricket flannels. Sports kit generally had taken a big turn from cotton to polyester. It was being dressed up as 'performance' gear. Every golf shop stocked shiny, polyester golf shirts emblazoned with glorious motifs of some of the finest links in the land. Rather than reducing perspiration as was suggested, I felt they positively encouraged it. Furthermore, they retained the smell! Racket sports kit, the same.
At that time, as a 39 year old man, the sports in which I actively participated were cricket, golf, squash, 5-a-side footy, and also running to keep fit and the occasional circuit training class when I'd been particularly over-indulgent. (This was pre-padel) However, the 100% cotton and wool sports kit of my school days and early 20s was looking worn and tired. My options, outside 'performance' items (i.e. polyester or lycra - god forbid) seemed then to consist of t-shirts emblazoned with Quicksilver and Kelly Slater, Ralph Lauren polo shirts, chino shorts, tracksuit shorts but for cricket, I had no alternative, it was 100% polyester trousers and shirts.
Right, I thought, if I can't buy what I want to wear, I'll make it myself. I wrote a business plan and filled it with pictures of my sporting heroes in their prime, printed it out and have kept it in a file for just shy of 17 years! It has emerged on occasion, normally alcohol induced, but always returned to the file.
With my 34 year city career now concluded, excuses not to pursue the dream of a classic sports brand have all but evaporated. So, here we are, at the very beginning of the journey - creating sports kit to cherish.
Lawrence & Lovatt