The Grind London Summer 2014 lookbook is targeted to appeal to self-identified risk-takers and high-rollers. The brand sticks to its signature slogan-based designs and loud, can't-miss-'em patterns. Wearing anything by Grind London is a sure-fire way to stand out in a crowd. This isn't for your typical, garden-variety wallflower, that's for sure; these bold, cheeky menswear fashions are best attempted by those with a swing in their stylish step.
The lookbook is set against the backdrop of London's infamous Wimbledon Greyhound Racetrack, where a moody, tattooed model drinks, gambles and keeps an eye on the track. Everything about him exudes an unwavering sense of confidence that's synonymous with the brand.
The collection, as well as the lookbook, definitely has a thrill-seeking mentality; in fact, some may even call it more of a "lifestyle."