A few of you may now have seen the short films i directed for the launch of British footwear brand Base London’s AW16 collection featuring some of London’s finest menswear aficionados. Moving away from the more east end market, they’ve successfully launched a campaign to commemorate their 21st Anniversary that caters to guys from all walks of life by presenting a blockbuster new line of premium footwear and a series of short films shot in different parts of London.

With striking styles and leather soles throughout, the XXI collection is a more premium capsule range of footwear for Base London, identified by distinctive red leather linings and commemorative branding.

The set of five short films celebrates both the dynamic city that the brand calls home and the diverse range of customers that have contributed to Base London’s 21 years of success.

A good friend of mine, creative Martell Campbell begins the series as he goes about his day in Portobello, his inimitable style reflected in his choice of footwear; some burgundy Trench Washed brogues with commando soles.

Next, infamous model Ricki Hall showcases a lighter side of London lifestyle, with a humorous journey in his monkey boots across London to get a shave and a haircut, ending up with a classic snack of fish & chips by the Thames.

Boxer, breakdancer and model Michael Morgan takes Base London to the streets, in a gritty black-and-white vignette that sees him shadowboxing and training in a pair of Base London shoes amidst the brutalist, hard architecture of inner-city London.

And of course, my family; We Are Outlanders star in the penultimate video, demonstrating the flexibility and versatility of Base London shoes in a casual basketball match and out & about around East London’s cutting-edge creative hub, Shoreditch.

The series concludes with model Gwilym Pugh, playing a style-conscious city gent who despite constant commuting across the city between meetings, never loses his impeccable sense of suited and booted style.

For those who weren’t able to attend the launch party, All five films will roll out over the next couple months on the Base London blog, social media channels and YouTube. So keep your eyes peeled since we also have exclusive Q&As where we share about our choices in footwear and style!

What do you guys think of the videos and how would you wear Base London shoes?

Sound off below!

Dress with confidence,



Head over to the Base London website here for the full collection of summery goodness!

You can follow Base on: instagram – @baselondonshoes, Facebook – @baselondonshoes, Twitter – @base_london


Director: John Jarrett @_johnjarrett

DOP: Carlos Conway @i_am_crook



Martell Campbell @mrflyycampbell (music: ‘Wonderful Chance’ by @fosterbeats)

Ricki Hall @rickisamhall (music: ‘Lets Get Down Low’ by @fosterbeats)

Michael Morgan @mikeymogz (music: ‘182’ by @beatsbyJAckie)

The Outlanders @weareoutlanders @_johnjarrett @eshankali @8and2 @takkyagucci (music: Hyogen Tok by @chr1stophism)

Gwilym Pugh @gwilymcpugh (music: ‘All Night’ by @chr1stophism)




Founded in 1995. Winner’s of the prestigious Queen’s Award for Industry in 2016,

Base London footwear are stocked in over 300 accounts (inc digital) and just over 500 doors in the UK (inc Debs, ASOS, Schuh, and indies Psyche, Zig Zag in Chichester and Tower Boots). Internationally there are 275 stockists in France, 125 in Italy and some big name international stockists including Nordstrom in US, Laine Crawford and Harvey Nichols in Hong Kong.