Luke Evans on detouring into clothes design
BDXY is the new menswear brand from Luke Evans, his partner and stylist Chris Brown. Here Evans talks about the new venture
Words: Zak Maoui
"We started talking about this a year last September, so it's been a year and a half in the making," says Luke Evans, across a wide, round table at his light-filled, lofty penthouse atop one of London's luxurious apartment complexes. Around us, in his vast kitchen-cum-diner, are trinkets he has collected from film sets, hundreds of candles, and, a collection of primary coloured clothing, which is the reason we're sat at his dining room table. Evans, along with his life partner Fran Tomas, and Christopher Brown, the stylist of David Beckham) have co-launched BDXY, a brand dedicated to delivering the best men's separates. "Bold and sexy, that's what the name means. We wanted to give that amazing feeling of 'I can conquer the world'."
The Fast & Furious Six, The Hobbit and The Beauty and the Beast actor has taken on the new role of CEO and co-creative director of the co-founded brand, and we have met to discuss what spurred on this new direction. BDXY is a brand for guys everywhere. Collection one comprises just 12 products, including stretchy, slim-fit T-shirts in red, yellow, green and blue, swim shorts and briefs (Y-fronts and longer styles), intended for everyday use. "I've always been mesmerised by how certain pieces on famous actors from past generations are what make their most famous images," Evans, who in the past has dabbled in fashion as a frontman for brands like Bulgari and Police, says. He, Brown and Tomas sourced and devoured photos of celebrities such as Steve McQueen, Sidney Poitier, Marlon Brando and Harrison Ford. Evans wasn't interested in the Old Hollywood of Carey Grant's time, but more the 1970s and '80s and the clothes that came with that era. The clothes that he could actually imagine himself wearing. "You know, a simple T-shirt worn by Brando or James Dean, or the shorts worn by JFK Jnr. These pieces have never really gone out of fashion, and that is what inspired the first collection. We wanted to sort of emulate that classic Hollywood look." Naturally this led to Evans and the team "naming each product in the collection after things associated, quintessentially with a film set. The T shirt is, of course, the actor. The shorts are the Cameo."
But it wasn't just about creating pieces that would have endurance, but products that would suit everyone. "We all look very different," Evans says. "We're all different shapes and sizes. And we wanted to find that perfect fit T-shirt that would fit on all types of men. My my assistant is six foot four, and he bought a T-shirt last week and he said it's the best t shirt he's ever. He struggled with buying clothes, but we've managed to help him out a bit."
What's more everything has been done with sustainability in mind. " That is easier said than done," Evans laughs. "When you when you decide to go down and sustainable, you really have to do it properly. And it you have to really know what who you're dealing with and where we, where that product is coming from. You needs to be traceable." The T-shirts are made using Lyocell Tencel, made from wood fibres, and each is 67 per cent Lyocell and 33 per cent organic cotton. "What's interesting is that people are asking why we are making another brand, but it's a small collection, it's all sustainable and we really worked hard to ensure that we aren't doing any damage with it, nor will we ever. We don't want a big fast fashion brand." All the pieces are made by a family run business, headed up by "Miguel," just outside of Porto, Portugal, who Evans says they have formed a close friendship with, even dining out with them when they visit. "We say sustainability, but it's not just about the planet, but also about sustaining small businesses and throwing our support behind them."
In addition to the apparel and accessories, BDXY offers a candle. "I'm obsessed. If you look around my house, these candles everywhere, obsessed with candles, and I even make my own candles, I mix them different fragrances and I've tried to make my own in the kitchen over there." With every collection there will be a new candle, likely inspired by one of their favourite places in the world. "We have homes in Madrid, Alicante, Ibiza and Lisbon, and we travel a lot." The first is based on their home in Salinas, Ibiza, where they also shot the campaign for collection one. "We went to a lab in the UK, where they also make Jo Malone and Roja candles, and did it all there. All natural, all very traditional."
It's clear that this is a labour of love, done right from this very kitchen we're sat in. Evans throws as much passion at BDXY as he does his on-screen and stage roles. "Our days would be around this table, with meetings, calls with delivery services and customs, taking place here. We're a small brand and of course, our first collection is for men," Evans says.
And there's more to come. "We want to branch out to incorporate everyone else. We thought we would start with what we know most, which is menswear, and choose things that we would wear." Meanwhile there are plans to, once they've expanded, look at external stockists, with Selfridges and Mr Porter front of mind. That being said, Evans and co are enjoying being direct to consumer business. "Because we have insight and access, we're only eight days in but we already know what our star products are." The green underwear is currently reigning, so you can be sure that the undies will be sticking around.
And none of this has been cheap. "It's all my own money," Evans says. "All of it. I own it all and we're all co-creative directors. It's an amazing feeling, but it really means I throw myself at it with a lot of love and caution. But it's worth it. As long as it works out."
Check out our favourite products below...
Interested in buying more? Shop the 24 essentials every man should have in his wardrobe
Become a Gentleman’s Journal member. Find out more here.
Become a Gentleman’s Journal Member?
Like the Gentleman’s Journal? Why not join the Clubhouse, a special kind of private club where members receive offers and experiences from hand-picked, premium brands. You will also receive invites to exclusive events, the quarterly print magazine delivered directly to your door and your own membership card.
