DIARY directory recently caught up with Creative Director & Co-Founder of Taylor Morris Eyewear, Hugo Taylor. We spoke to Hugo ahead of International Sunglasses Day to find out his thoughts on the future of retail and how he effectively markets his brand in the current landscape. Hugo founded Taylor Morris Eyewear in 2009 with Co-Founder Charlie Morris, and by using their backgrounds in marketing have aimed to set a new standard in British Luxury eyewear. 

Does your company do anything special for national sunglasses day? And if so, what do you have planned this year?

To be honest Charlie and I never really take our shades off. Every day is a sunglasses day.

What do you find is the most effective marketing method for the brand? What social platforms are key for you?

Instagram, and increasingly more so, aspects of Google. The most effective marketing for Taylor Morris, however, is parties. We love bringing people together and nothing gets them talking like a good night out. Our events are legendary and debaucherously fun.

Pop-ups seem to be an effective way for you to showcase your brand - what do you think the future of shopping is for the consumer? How would you describe the state of high-street retail currently?

The high street is looking pretty bleak. I walk through Chelsea and am shocked to see so many stores closed and what remains is dominated by the least inspiring brands in the world. The future of retail is online. I don’t think there can be any denying that. The future of the high street should be built around entertainment. That is why Taylor Morris stores are unique.

Do you find your celebrity status helps or hinders your brand?

A little bit of both. Profile always helps to open the door, but preconceived notions can close them. I am fine either way, to be honest. Just happy to be enjoying the week as much as the weekend.

Which brand, influencer, or celebrity would you most like to collaborate with?

Charlie and I would love to work with Keith Richards and Emma Watson, as they both personify elements of the brand.

Biggest lesson you’ve learnt with regards to business?

I have learnt so much. It’s all about knowing who to trust. It’s about knowing when to speak up and when to shut up. It’s also about making money.

What advice would you give to start-up fashion brands?

Respect yourself.

What inspires your creativity?

This might sound overly sickly sweet but it’s Charlie. He is so talented and pushes me to be the best designer I can be. I love working with him.

What’s coming up in the next year for Taylor Morris?

Diversification, emancipation and world domination!

Put on your sunglasses for International Sunglasses Day and discover more awareness days on DIARY directory.