L’estrange is a London based direct to consumer men’s lifestyle brand. The journey began with re-defining the smart/casual category, re-designing classic casual and sportswear pieces to create a modern wardrobe of elevated essentials to simplify the lifestyles of the modern guy. The concept behind L’estrange is to bridge casual and formal wear, starting by redefining the hoodie; smartening its image and creating a piece of clothing suitable for any occasion. This branding video was shot in the heart of London.