Meet the British lifestyle brand whose inspiration comes directly from Wandsworth’s culture of community, amazing watering holes, and of course, sport.
We caught up with Flying Pheasant’s founder Oli to discuss products, local collaborations, and the future of London’s hottest new brand.
How did Flying Pheasant come about?
Flying Pheasant started with the idea of creating a modern British lifestyle brand rooted in real culture. A lot of traditional British brands can feel a bit serious or stuffy, and we wanted to do the opposite – celebrate British life with a bit of humour and personality.
Why a pheasant?
The pheasant felt like the perfect symbol: it’s iconic, a bit cheeky, and very British. It represents that mix of countryside heritage and city life that the brand is all about.
So what’s available in your current line?
At the moment we’re focusing mainly on headwear with our classic collection, caps and beanies that are easy to wear every day. Alongside that we’ve introduced Finn, our pheasant about town, who really captures the personality of the brand. You’ll see him popping up on some of our newer designs. We’ve also got some T-shirts available, and we’ve got more pieces coming later this year.
What’s your personal favourite?
My favourite at the moment is the Finn Cricket Jumper Cap. It’s a bit different, people always notice it, and it usually ends up starting conversations in the pub, which is exactly the kind of vibe we like.
What inspires your design process?
We want Flying Pheasant to become a modern British icon, so our inspiration really comes from everyday British life — pubs, sport, local culture, and the little things that make places like Wandsworth great. We try to keep the designs fun, a bit unexpected, and full of personality rather than overly polished.
You recently did a clothing collab with The Ship. Are there any more Wandsworth partnerships in the pipeline?
We loved doing the collaboration with The Ship. It felt very natural because it’s such a great local spot. Our aim this year is to get more involved with the community and do more things face-to-face rather than just online. We’ve got a few collaborations in the works but can’t say too much yet — so definitely keep an eye on our Instagram.
What does it feel like when you see someone wearing your brand?
It’s honestly one of the best parts of running the brand. Seeing someone wearing a Flying Pheasant cap around town is always a great feeling, especially when it’s Finn or one of the classics. It’s a reminder that people are actually connecting with what we’re building.
What does the future look like for Flying Pheasant?
This year we’re really focusing on becoming more local and more personal with the brand. We want Flying Pheasant to celebrate the lifestyle of Wandsworth — the pubs, the people, the sport, the atmosphere. So you’ll see more collaborations, pub reviews, local recommendations and events.
We don’t just want to sell caps; we want to celebrate what makes this area such a great place to live.
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