Folk is a clothing label which offers sophisticated casual style for a modern audience. As a product it offers quality manufacture with understated styling and clever detailing. As a brand it is cultured but accessible, humble but assured, it is Modern British. As an aesthetic it advocates tactile modernism, mixing natural materials and environments with minimal utilitarian design. Its geography is London local, exemplified by store locations and fan-base of creative industry insiders. Its informed design interest extends beyond clothing into products & 3D, an emerging lifestyle brand.