[About]

[est: 1977]

Pride of The Midlands

British menswear born in The Midlands. Sharp gear built on graft, cut with style, and worn with pride.

British Design, 25 Years Strong

From the West Midlands, worn across the globe

From humble beginnings, the brand started out in 2001 with 3 T-shirts, a thick skin and a healthy dose of ambition. LUKE 1977 now has a global reach, from celebrities on your favourite TV shows to the lads on holiday in Mallorca. To this day, LUKE 1977 is independently owned, with all of our clothing designed in the West Midlands, UK, and worn across the world. We’re proud of our roots, that’s why we’re still based there today.

At LUKE 1977, we work closely with our manufacturers to ensure that we maintain the quality of clothing that our customers have come to expect from us - whether you’re shopping our now iconic Mainline Collection or picking up a pair of Men’s Socks!

[OUR TIMELINE]

[]

A Step in history

1977

Roots in the Midlands

Luke Roper is born in the West Midlands. The roots of LUKE 1977 start here — in the heart of Britain’s industrial landscape.

1990s

Learning the Trade

Luke studies at Central St Martins and hones his skills working in fashion, blending technical knowledge with working-class sensibility.

2001

The First Drop

Fashion professional Simon Poole and his wife Deborah invest their lifesavings to launch a new company with Luke, and together they found the LUKE 1977 brand. Simon, previously Managing Director at Boxfresh and Head of Menswear at French Connection. While Luke does part-time work for Simon at FCUK during his fashion studies, the two begin shaping a plan to start their own business—and the idea for LUKE 1977 is born.

2003

From Local to National

Word spreads. Independent retailers across the UK start stocking LUKE, cementing it as a new name in British menswear.

2004

Our First Retail Store

LUKE continued to gain momentum within the fashion industry, securing placement in some of the UK’s leading independent retailers. The brand opened its first standalone stores in Bristol and Cardiff, marking a major step in its retail journey. That same year, LUKE 1977 was recognised as Young Fashion Brand of the Year, further cementing its growing reputation. The milestone period also saw the launch of a limited-edition Japanese denim collection, inspired by the industrial heritage of the ‘Wild West Midlands’.

2011-12

3 New Stores

The brand marks its 10th anniversary with three new stores, including Birmingham, plus shop-in-shops in Sheffield and Liverpool.

2012-13

Partnering with Qatar

LUKE expanded its retail presence with the opening of new stores in Manchester, London’s Covent Garden and Shoreditch. The brand also introduced new golf and footwear ranges, broadening its product offering. International growth continued as Middle East partners opened LUKE in Qatar. The LUKE Sport collection launched in collaboration with five European PGA professionals, marking a key moment for the brand’s performance direction. This period also saw the opening of the first outlet store in Wembley and the launch of the ‘Technical Tailor’ collection.

2014-15

Arabia, the first standalone international store

LUKE continued its expansion with new stores opening at Lakeside Shopping Centre and in Jeddah, Saudi Arabia — marking the brand’s first standalone international store. During this period, LUKE was nominated for Drapers’ Menswear Brand of the Year, further recognising its growing influence within the industry. The brand also introduced LUKE TECNIQUE, a new concept focused on technical innovation, developed in collaboration with specialist mills to create unique, performance-driven fabrics.

2016-17

Birmingham & York Stores Open

LUKE expanded its retail footprint with the opening of new stores in Birmingham and York, continuing its growth across the UK. On Friday 22nd July, the brand proudly hosted its fifth annual Golf Day in association with the John Hartson Foundation, reinforcing its ongoing commitment to charitable partnerships. This period also saw the launch of the ‘Made in England’ collection, celebrating British craftsmanship, alongside the introduction of ‘LUKE Black’, a refined and elevated extension of the brand.

2018

Aston Villa FC Principal Partner

LUKE reached a major milestone in its journey by becoming the Principal Partner of Aston Villa Football Club — a significant moment for the brand and a proud partnership rooted in shared Midlands heritage. The collaboration marked a new chapter, placing LUKE at the heart of Premier League football and further cementing its presence within British sport and culture. During the same period, the brand continued its retail expansion with the opening of a new store in Cheltenham, strengthening its footprint across the UK.

2019-2020

Collaboration with Smiley & Two New Stores

LUKE expanded its retail footprint with the opening of new stores in Meadowhall and Cheshire Oaks. The brand also launched a new store in Cannock, alongside the world’s first standalone LUKE SPORT store — a key milestone in the evolution of the performance line. During this time, LUKE introduced a capsule collaboration with Smiley, blending its signature aesthetic with the iconic brand’s global appeal.

2023-24

AFC Wimbledon - Official Fashion Partner

LUKE became the official fashion partner of AFC Wimbledon, strengthening its connection to British football culture. The brand also continued its retail expansion with new stores opening in Milton Keynes and at Springfields Outlet in Spalding.

2024-25

Street Fighter Collab & Two Outlet Stores

LUKE continued its retail expansion with the opening of new stores at Springfields Outlet in Spalding and Derbion in Derby, strengthening its presence across key UK shopping destinations. During the same period, the brand introduced a limited-edition Street Fighter collaboration collection — a bold release that fused LUKE’s signature aesthetic with the iconic gaming franchise, celebrating culture, nostalgia and contemporary street style in equal measure.

WHO WEARS LUKE 1977?

LUKE 1977 is made to be worn on the streets, in the stands & beyond. With grassroots in football, our reach spans from famous faces to your next-door neighbour. At LUKE 1977, we pride ourselves on being a British Menswear brand which creates products a modern man can rely on without breaking the bank. From Comfortable Men’s Joggers to Waterproof Men’s Coats & Jackets - we've got everything you need.

Our approach has proven popular with the masses, from football fans to DJs, the LUKE lion logo is a symbol of essential Menswear.

From AKON to Chris Woakes, check out some of our famous faces in the lion's pride...

Early LUKE 1977

LUKE 1977 was co-founded in 2001 by Simon Poole (CEO) and Luke Roper (Creative Director). Simon, a fashion professional and Luke Roper, a graduate of St Martins London, Deborah Poole, ran the business in the early days and is the third owner. The families have been entwined since the sixties, as Luke's Mother, Joan and Simon's mother, Dee, were both seamstresses and good friends. All were brought together with their love of clothing and fashion. The business was started with a Prince of Wales grant and Deborah and Simons' life savings. Everyone thought we were mad, but 24 successful years later, employing 165 people, sold through 16 UK company stores and the internet worldwide, winning numerous prestigious awards for our creativity. We continue to build a sustainable business, with the help of our loyal customers, who also embrace our love for creative products, smaller exclusive style runs, and our inclusive pricing.

2025 sees the business evolve again, with the next generation taking on more and more responsibility. Simon continues to run the business with his son Connor Poole heading up sales and marketing, Luke and his wife Tracey continue to head up the design studios, Luke E Simons son in law joined us from Vivian Westwood and heads our retail, Sean McVeigh heads everything digital, and Kate runs operations and all are now at the forefront of the business, ensuring we connect with our next generation of customers, who we welcome to our family of LUKE 1977.

The Story Behind the LUKE logo

The LUKE 1977 lion logo has become synonymous with quality in British menswear & fashion - becoming commonplace on every street, football stand and beyond. Back in the early days, our logo was simply LUKE 1977 as text, but something was missing - we needed a masculine, bold & timeless logo which could grow with the brand.

The LUKE 1977 lion logo was born in 2003; it sits pride of place on our clothing - from our Men’s T-shirts to our Men’s Joggers, but, where did the LUKE lion logo come from? The lion came from the family crests of Luke and his co-founders, Simon and Deborah, but it all came together when Luke was on a trip to Ireland where Luke spotted a dusty old bottle of whiskey in a pub. The colours on this bottle sparked the finished idea for the now iconic LUKE 1977 lion logo.

ONLINE OR IN-STORE. YOUR CHOICE

Whether you’re new to LUKE 1977, or can’t stop coming back for more, you can experience our clothing online or in one of our many UK-based stores.

We’ve been going strong for over 20 years and we’re not about to slow down. Keep informed about all things LUKE 1977 by signing up to our mailing list - you never know, a LUKE 1977 store might be opening just around the corner.

So, if you’re looking for clothing delivered to your door, or want to experience the clothing before you purchase - we can do whatever suits you. Explore our extensive online experience or head to one of our stores and discover LUKE 1977 for yourself.