Base London was founded in 1995, at a time when the male market was undergoing a rapid transformation and lads' mags such as FHM hit the shelves for the first time. The Base London client base is young but mature — men who aren't afraid to take risks but who always stay in control. This client base was previously faced with the choice of own label or exclusive designer names with nothing in between. Base London introduced a completely new product to this emerging market: branded urban-style footwear in smart, casual and sporty designs. The success of Base London footwear is down to three key factors: designs worthy of the best designers around, flawless quality control and a fierce passion for high-quality products, which is reflected in an obsessive attention to detail. All this for an affordable price — because you work to live and not vice-versa. Base London is everything the modern man desires.