Founder Story
LDN was founded in 2004 by Matt Rogers, inspired by a love of baseball caps and London culture.
Noticing the global power of the New York Yankees cap, Matt asked a simple question:
Why doesn’t London have its own iconic cap?
Starting from his bedroom while working in the NHS, Matt produced the first 1,000 black and white LDN caps.
Over 20 years later the brand continues to grow.
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 R.
