Modern Day Pioneer. This is the very complimentary title bestowed on Adam by Henri Lloyd for his work creating Herdwyck No.10 tweed and the Cherchbi brand. He, Magnus Reid (entrepreneurial restauranteur) and James Marr (cycling innovator) were selected by the brand to promote their Black Label relaunch this year.

To read about the thinking behind the Modern Day Pioneers campaign, interviews with each of them and view the full new season Black Label collection click the link above.