Louis Tomlinson launched his streetwear clothing brand, 28 in August 2023. In a recent interview with Outlander Magazine, when asked if 28 had a signature scent, what would it be, the singer remarked:
"Weed."
He added:
"No, that is the real answer. I don't know. Probably an air of sophistication, I'd say, to the smell. I would not be able to put a specific name to it."
Although Tomlinson said "weed" when asked about 28's signature scent, he didn’t confirm or explain it further, making it more of a casual, witty remark.
As of now, 28 sells a range of clothing items, which include denim, outerwear, tops, bottoms, and accessories for men and women.
Why did Louis Tomlinson name his brand 28?
Soon after launching his brand in August 2023, the former One Direction member gave an interview to Hypebeast UK, now available on 28's Instagram account. The post revealed the real meaning behind the name 28 in the caption by adding:
"28 is Tomlinson’s tribute to his humble beginnings in music, fashion, and sport, representing his Doncaster Rovers squad number and his lifetime devotion to the football club. The brand idea came to him nearly a decade ago, taking a closer look at standard tour merchandise and finding missing pieces, feeling “a creative itch that I wanted to scratch.”
The caption of the Instagram post further said:
"While concert apparel caterers to the general public, 28 allows his artistic talents to run wild. “That’s why 28 excites me. It’s something that can be a little bit more tailored, a little bit more stylized. I suppose it’s similar to songwriting… seeing how deep your imagination can go when creating clothes.”
Louis Tomlinson's plans for 28
In the Outlander Interview, Tomlinson revealed that his brand is only going to grow from there. He further called the clothing line a 'new forte' for him and said that he only plans on expanding his brand further.
The singer also opened a new 28-store in London on February 28 to expand his brand's reach. When asked about his creative process, the singer said that he likes the archive stuff and usually sends the same to his team for reference.
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Louis Tomlinson will be performing at Lollapalooza India on March 9. He will also take the stage at the EJEKT festival on July 9 in Greece and at the mBank Summer Festival on July 26 in Poland.
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