When Adam Brown founded Orlebar Brown (Instagram) in 2007, he wasn’t chasing a grand business idea, he was seeking purpose. “It wasn’t that I thought I had a great business idea, I was at a point in my life where I wanted something to do and I hadn’t found the career, job, direction that was something I was going to follow for the rest of my life,” Brown explains. From that personal crossroad came a single product: the tailored swim short.
At the time, Brown saw only a garment he wanted to wear, not the lifestyle brand that would eventually emerge around it. “What I didn’t know at the time was that a whole lifestyle brand around sunshine, travel and happiness could come from that one pair of shorts.” It was only in the second and third years, as customers responded enthusiastically, that the real strategy took shape. The shorts became the gateway to a much broader vision: clothing and accessories that celebrated the spirit of summer and travel.
Today, Orlebar Brown stands as a globally recognized luxury label, a journey recently reinforced by its acquisition by CHANEL. The partnership, Brown says, has been empowering. ” CHANEL is extraordinarily supportive. More than anything they give us the confidence to write the next chapter of the OB store; to continue to improve our quality, push the boundaries of our design and creative and expand our retail footprint.”
Now, as Orlebar Brown comes of age at 18 years old, Brown sees it much like a teenager reaching adulthood, a time full of opportunities and decisions. “There are obvious ones around product development,” he notes. Accessories have been a natural next step, with the brand recently debuting its first bag and building on the success of its leather slides. Brown sees these moves as pivotal in expanding the brand’s lifestyle offering far beyond its swimwear roots.
Geographical expansion also remains a priority. Orlebar Brown is establishing itself internationally with new stores opening in Mexico, Thailand, Monte Carlo, and Bangkok, all part of an ongoing effort to reach new customers and friends around the world.
Yet, growth brings its own challenges, particularly in staying true to the brand’s original DNA. For Brown, the key lies in constant self-examination. “We keep it fresh by constantly challenging ourselves and being our harshest critics,” he says. That inquisitive spirit, to be both sensitive and self-aware, remains central to Orlebar Brown’s culture.
Brown’s recent visit to the Middle East, his first since the CHANEL acquisition, underscored the region’s importance to the brand. Dubai, in particular, holds special significance in the Orlebar Brown story. “I remember testing one of the very early samples here in Dubai, some of our first stockists were in Dubai and very early on we could see customers ordering from Dubai,” he recalls. The city’s deep connection to sunshine, travel, and happiness mirrors the brand’s ethos, making its presence in the Middle East feel like a natural fit.
The recently reimagined Dubai Mall store reflects this connection in spectacular fashion. Designed in partnership with Mizzen, the space features an upside-down swimming pool installation complete with tiles, diving board, steps, and a floating ring. “It creates a striking visual moment, as if you’re standing at the bottom of a pool looking up toward the surface,” Brown says. The playful, immersive experience perfectly captures the spirit of Orlebar Brown.
The Middle Eastern clientele has not only embraced the brand but also helped shape it. Brown stresses that as Orlebar Brown grows, Middle Eastern tastes and expectations are increasingly central to conversations around product, marketing, and customer experience. Exclusive regional collaborations have already included special editions of the brand’s iconic Bulldog swim shorts, with new designs celebrating Abu Dhabi planned for late 2025 or early 2026.
Looking ahead, Brown is acutely aware of the challenges around luxury fashion and sustainability. He acknowledges the irony that wearing Orlebar Brown often involves travel, an activity that impacts the climate. Yet, he firmly believes in the benefits of travel and holidays, viewing them as a vital part of human experience. Behind the scenes, the brand has taken serious steps: setting environmental targets, reducing water usage, and measuring its carbon footprint in all areas of the business.
As for the next five years, Brown defines success in simple but profound terms. “If I had to whittle down what success was for any brand, if I look backwards it has to be longevity,” he reflects. With Orlebar Brown officially entering adulthood, his focus is clear: stay true to the brand’s DNA of “feel summer,” grow responsibly, and ensure that the spirit with which the company began remains alive for years to come.
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