Two university friends who bonded over late nights out have transformed their lives, creating a celebrated London menswear brand now worn by major celebrities.
From Student Parties to Corporate Life
Julian Osborne, 31, and Sam Matanle, 30, first met while studying at university, where their friendship was forged during shared evenings out. After graduation, both moved to London and entered the corporate world - Julian taking a management role and Sam becoming an operations manager.
In 2020, Sam approached Julian with a business idea: creating a smart-casual suit without the designer price tag. Julian, who had always maintained a passion for fashion, immediately embraced the concept.
'Living and working in London, we needed to dress smart-casual, but doing so well proved very difficult,' Julian explained. 'Our goal was to create a product that solves the problem of what to wear when you want to look good.'
Building a Fashion Brand from Scratch
Despite their enthusiasm, the pair faced significant challenges. 'We had zero experience in the fashion industry, other than retail,' Julian admitted. 'We had to learn everything, from sourcing fabric to creating samples.'
They pooled resources from their earnings, savings, and small family loans, investing £50,000 in branding, website development, and product creation. Their brand, Batch LDN, was born.
Their first collection, Batch 01, launched in May 2022 after just ten months of development. The initial launch brought nerves and uncertainty. 'We were constantly promoting our company,' Julian recalled. 'There was always the worry that if it didn't work, we could look like mugs.'
An Unconventional Business Model That Works
The business took an unexpected turn when they discovered their true market. 'We thought it would be purely e-commerce, but we didn't sell many suits online,' Julian said. Everything changed when they held an event in Spitalfields and sold 70 suits over a single weekend.
This success led to their first physical store on Commercial Street in Spitalfields and the development of their unique business approach. To reduce waste and maintain affordable prices, they adopted a made-to-order model where suits are produced monthly.
'We're reinstating patience as a virtue,' Julian explained. 'People don't mind waiting because making to order allows us to charge way less for better quality - think Savile Row at 50% of the price.'
Their suits, handmade in London using Italian fabrics, start at £395 - significantly less than typical quality suits costing upwards of £800.
Celebrity Endorsements and Future Growth
Three years after launch, Batch LDN has gained impressive recognition. Celebrities including Romesh Ranganathan, Maro Itoje, Ashley Walters, Fred Sirieix, and Simon Pegg have all worn their designs.
'We solve the same problem for Ashley Walters as we do for Joe Bloggs,' Julian noted. 'People being able to see those they admire and trust in Batch LDN gives us an insane amount of credibility.'
The brand has expanded beyond suits to include overcoats and accessories. They've become formalwear suppliers for Burnley FC and recently opened a 2000sq ft flagship store in Covent Garden.
Despite the challenges of running a business with a close friend, their partnership remains strong. 'We balance each other out nicely,' Julian said. 'We have different skillsets and work well as a duo.'
With a team of seven employees and expectations of turning a profit next year, the founders continue to celebrate their achievements. 'We are only three years old, it's insane,' Julian reflected. 'We try to zoom out as much as possible and celebrate the wins.'
