This week marks Boden’s 30th birthday, having been set up by Johnnie Boden in 1991 from his living room floor with a line of just eight menswear products. Marking the milestone is a new birthday campaign. There is also a limited edition Best of Boden capsule range taking inspiration from best-selling pieces from the brand’s archives.

Using the extensive archive and catalogues, the in-house design team paid particular attention to the brand’s early days; reimaging the 90s and early 00s for the contemporary global customer. The team also asked the global community of Boden ‘insiders’ to discover their favourite styles from over the years.

Each piece in the birthday capsule for Mini, Women and Men takes the name of a long-serving member of the Boden team.

 

British model Jean Campbell made her modelling debut for Mini Boden at four years of age. She is now making another special appearance for the brand. Campbell is fronting the 30th anniversary campaign, which is shot in the very same Scottish highlands, three decades later.

Yasmin Le Bon, who first modelled for the brand 17 years ago; Jodie Kidd, who featured in the a/w 19 campaign; and friend of the brand, Millie Mackintosh, all wore preview pieces from the capsule at an exclusive cocktail reception and dinner hosted by Johnnie Boden to celebrate the landmark birthday.

British online retailer Boden currently has over 11.5 million customers in 145 countries, with more than 1,000 employees worldwide. In 2017, the brand also opened its central London flagship shop.