Johnnie Boden, owner of Sprout the dog, West Londoner and self-proclaimed ‘pernickety customer’, started Boden from his kitchen table in 1991 with an eight-piece menswear collection. Back then, friends were drafted in to model clothes and Johnnie recognised many of his customers’ names as acquaintances giving him “sympathy orders”. That didn’t last long.
As Boden became more than just a hobby and outgrew the kitchen table, Johnnie found himself cycling out to a new base in West London, where he created clothes for women and children, as well as men. He still cycles – often with Sprout upfront – albeit on a smarter bike (and a bit more slowly) but his aims for the brand remain the same: to add colour and fun to the world and make Boden customers smile.