At FLY London the brief to our designers as ever has no limitations. “Go where the inspiration takes you!” is the message! There is no overbearing management style during the design process, no stifling meetings with corporate jingoistic language, instead there's a joyful and instinctive creative period that translates itself to the product. There is no seasonal theme but an understanding by everyone involved of what FLY London stands for. This leads to a brilliantly varied range which is also cohesive in that it adheres to the Fly London ethos of 'always progressive never conventional.