I moved from London to New York in 2010, where I worked as a cinematographer for many years. I used the 18% Grey card regularly, and I liked the way this simple mid-tone brought an image into balance by telling the camera something true. It then occurred to me, somewhat randomly, that 18% Grey would make a good name and concept for a clothing brand. 

It describes the perfect middle ground: neutrality, the place from which you get the fullest picture. Saying nothing, yet somehow saying everything. Amid all the noise, that felt like something worth holding on to.

Years later, back in London, 18% Grey came back to me when I was doing more black-and-white photography. I found a great textile company near where I grew up that printed edge to edge on some fine fabrics, not just a graphic on the chest.

I began to see my photographs as all-over prints. I've always liked having the option to wear something with a bit more to it than a plain colour. So I started 18% Grey. 

Now I'm always looking through a lens for the next composition I'd like to see on fabric.