Orlebar Brown’s co-founder Adam Brown identified a gap in the resort wear market and dived in to fill it with the most desirable tailored beach and swim shorts. "Having worked as a portrait photographer for a range of editorial, corporate and private clients, I maybe had a particularly critical eye so while on a holiday to celebrate a friend’s 40th in Rajasthan, it was easy to see that, where swimwear was concerned, the women in the group seemed to have it together, but the men could have looked better.

"There was an array of baggy, garishly patterned elasticated waistand boxer shorts, (that only helped to exaggerate their already growing waistlines), briefs (budgie smugglers) or board shorts with their bums hanging out (fine on a 17 year old but not a good look on men past their 30s).