Introducing HOOK LDN, the new unisex eyewear brand that bridges the gap between designer and high street. Its colourful, youthful frames have a distinctively Shoreditch feel. It’s unsurprising to learn that founder Zak Biddu has a music-industry background, as the man behind UKNY Music and promoter of Rita Ora and Tinie Tempah. Julie Adenuga, Rinse FM’s Drivetime DJ, is a brand ambassador, featuring in the new campaign and appearing in a series of films in which she and other ambassadors share their life stories.

Available now at; from £85