The iconic “NY” logo instantly evokes New York, thanks to the New York Yankees baseball team. Twenty years ago, I wondered why I wore American-themed baseball caps while living in the U.K. and being born in London. Inspired by this, I set out to create a logo that could represent London in a similar way.
LDN began as a personal passion project—born out of my love for baseball caps and London. Twenty years ago, while balancing a full-time job in the NHS, I launched the brand from my bedroom.
Growing up in the ’80s and ’90s, I was drawn to American baseball caps and the hip-hop style that came with them. But one night, while reflecting on my style, I realised I was wearing American-themed caps despite being so close to London. Why wasn’t there a cap that represented our capital city?
Frustrated with the cheesy, touristy designs featuring Big Ben and red buses, I knew I could do better. Inspired, I sketched the first version of the LDN logo—something simple, stylish, and unmistakably London.
With little knowledge of design, manufacturing, or business, I dove in headfirst. I found a manufacturer, imported 1,000 black-and-white baseball caps—the iconic colorway that still defines the brand—and LDN was born.
What started as a personal idea has now become a passion-driven business, and I’ve been learning and growing along the way. The journey of LDN has always been about authenticity, style, and proudly representing London.
Matt
