James Lakeland: “You have to give people a reason to buy”

London - Designer James Lakeland, founder of the eponymous label, is celebrating his 25th business anniversary this autumn. It’s been an eventful time, as Lakeland is quick to admit, but he’s proud to have navigated the highs and lows of the fashion world for over two decades. “It’s incredible when you think about it. The fashion industry is so fickle and so fast moving, so many companies come and go. It makes me immensely proud to be still around. I’ve realised that I’m probably one of the last few independent brands where the founder still owns the business 100 percent out right,” he quips.