Welcome to LDNA!

Thanks for showing an interest by clicking enough to get to this page. If you’re anything like us you probably like finding out about people’s stories, what they’re about and what you might have in common. So here’s our story. The founder of LDNA, a proud Londoner born (in West) and bred (mainly in South), recognised that their life outlook and worldview has been shaped positively by the city. They wanted to able to easily show this identity to the world, massively proud of being from London. It felt important to give this identity a voice and a clear representation.

There is a lack of sleek and subtle London merchandise; most of what can be found is generally for tourists with products featuring Big Ben or the London Eye. Of course we love these iconic sights but for your everyday Londoner, this isn’t how we necessarily want to be identified. To not have something to represent being a Londoner feels like not having this identity acknowledged; it means missing the opportunity for connecting with others and to build on a sense of community and unity with other like-minded Londoners. It is important to have a strong sense of identity and to connect with others as part of a community. The founder therefore came up with the idea for lifestyle brand for those who want to visually represent their London identity and connection to the city, and hence the LDNA logo and name was created.

The name LDNA stands for Londoner or London DNA. LDNA itself becomes an open-ended concept which we interpret as being from London, a Londoner or embodying a London state of mind. The LDNA logo contains four elements to represent North, East, South and West London, and those areas are represented by the letter ‘L’ on different rotation points. Overall, our logo and brand name are simple and abstract, reflecting the openness and diversity of the city.

We hope that our products bring about interesting and thoughtful conversation and provides the opportunity to show the world your London love and identity.